Wild Turkey today unveiled its first TVC, directed by and starring Award-winning actor Matthew McConaughey. The commercial, which marks McConaughey’s directorial debut, is part of the bourbon’s new global marketing campaign titled “It’ll Find You,” created in partnership with J. Walter Thompson New York, which aims to reintroduce the world to the legendary brand.
It is the first piece of work from McConaughey encompassing his vision for Wild Turkey, since he was announced as creative director last month.
The television spot, which is narrated by McConaughey over music from The Hot 8 Brass Band, follows the intriguing journey of a woman and her glass of Wild Turkey Bourbon through different locations and times.
Throughout the spot, McConaughey addresses the audience with the simple words: “We’re not in a rush to be most popular, not in a rush not to be. Real bourbon, no apologies. If it’s for you, you’ll know. Wild Turkey. It’ll find you.”
“So many times people choose their drinks to fit in and join the crowd,” said McConaughey.
“Wild Turkey is about something different. The tagline ‘It’ll Find You’ is at the heart of what Wild Turkey is all about. If you are being yourself, unapologetically doing things your own way, then you are at home wherever you are, and Wild Turkey, well, it’ll find you.”
The television spot will begin running in the U.S. in September, and is part of a global broadcast, print, and digital campaign.
A short film documenting Matthew’s creative journey with Wild Turkey’s distilling family, the Russells, can be viewed here:
“Matthew McConaughey’s unflinching creative style and voice are the perfect fit for a brand like Wild Turkey, which has been doing things its own way for decades,” added Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey.
“With this new television campaign, he has tapped into what so many Wild Turkey fans understand about the brand and themselves – take pride in the choices you make, even if they are different, because they make you who you are.”
“Matthew perfectly embodied, both on screen and behind the camera, the uncompromising spirit of the brand,” added Brent Choi, chief creative officer, J. Walter Thompson New York. “His unique background brought us refreshing insight and direction that led to a wonderful creative collaboration.”
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]