Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
B&T Magazine
Edited by B&T Magazine



Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey.

The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos also acts as a spirited tribute to the Russell family, three generations of Wild Turkey master distillers who are responsible for crafting some of the world’s finest bourbon and spirits for over 100 years.

Shot on location in McConaughey’s hometown of Austin, Texas, the eight short films also embody the spirit and home of Wild Turkey in Lawrenceburg, Kentucky through archived footage and state-of-the-art projection mapping.

The creative storyline across the films follows spokesperson and creative director McConaughey’s journey of discovering the true meaning of trusting one’s spirit as he explores the grounds of the Wild Turkey rickhouse and its storied history. The track “Black Moon Rising”, by Austin musicians Black Pumas, pays homage to the band’s home state and McConaughey’s modern cowboy persona in his home state, Texas.

Australia will be the first country worldwide to release the new creative and global platform. It also marks the first global communication since the previous ‘Real Bourbon, No Apologies’ platformwhich served as an authentic brand tagline and enduring mantra.

The campaign will launch in Australia via a series of TVCs, starting with two of the short films – ‘Jimmy’s Spirit’a 30” homage to master distiller and “Buddha of Bourbon” legend Jimmy Russell, in tandem with a 15” creative spot, ‘The Stars’.

Portraying the iconic Wild Turkey rickhouse at dusk, ‘Jimmy’s Spirit’ channels the Wild Turkey story of the Russells. It sees McConaughey toast to Jimmy Russell, Wild Turkey’s master distiller, who has always trusted his spirit in crafting the perfect Kentucky bourbon, culminating in “Here’s to Jimmy and his spirit – he trusted it”.

‘The Stars’ finds McConaughey on the picturesque grounds of the Wild Turkey distillery, gazing upon the sky and reflecting on man’s relationship with a celestial universe. The roof of the Kentucky rickhouse frames a time-lapse projection of shooting stars with long exposure photography.

It concludes with an observation from McConaughey drawing parallels across humans and stars – each has their own unique sparkle and spirit. He remarks that the world can be a beautiful place “if we all trust our spirit” . . . as he watches the sun break the horizon, in true McConaughey fashion.

Paolo Marinoni, marketing director, Campari Australia and New Zealand said, “Wild Turkey has been made the same way for generations, with each bottle standing as a lasting reminder of the importance of staying true to yourself and seeking out moments in life that are rich and meaningful.”

‘Trust Your Spirit’ marks a turning point for Wild Turkey. It delivers a unique and dynamic message, wholly authentic to the ethos and legacy of the brand. This platform illustrates Wild Turkey’s bold personality and point of view, while continuing to pay homage to its rich history and craft.”

Matthew McConaughey, Wild Turkey creative director remarks, “Trust Your Spirit delivers eight short films in various formats that we will air all over the globe. We explored three territories to passionately convey the brand’s championing spirit, the spirit itself, and the human spirit.

“In all its forms and just like Wild Turkey, ‘Trust Your Spirit’ is bold and unapologetically confident. This spirit of trust dates back for generations of the Russell family – world-renowned bourbon makers who toast those who also trust their spirit. We’re very proud of this campaign. It’s about celebrating that ethereal voice we all have inside. It’s life undiluted.”

The TVCs will air across the Nine and Ten Networks in Australia through till November 2021. Entertainment and sport placements include The Block, Love Island, 60 Minutes, The Bachelor, The Bachelorette, Masked Singer, Have You Been Paying Attention? and Gogglebox.

CREDITS

Wild Turkey:

  • Global Senior Director: Mattia Carlozzo
  • Global Whiskey Director: Joseph Baide
  • Global Senior Brand Manager: Stacey Beerman
  • Senior Global PR Manager: Erin Smolinski

Wild Turkey AU:

  • Marketing Director: Paolo Marinoni
  • Group Marketing Manager: Mark Little
  • Senior Brand Manager: Sian Ryan
  • Brand Manager: Christopher Ward

Creative and production:

  • Executive Creative Director: Josh Combs

Creatives: August Östberg, David Svedenström, Graham Davis

  • Executive Producer: Karen McKibben
  • Senior Producer: Thomas Martin
  • Production Company: Furlined
  • Director: Ben Tricklebank
  • Director of Photography: Max Goldman
  • Post Production: Therapy Studios
  • Editor: Doobie White
  • Executive Producer: Margaret Ward
  • Photographer: Fernando Decillis
  • Music: Black Pumas “Black Moon Rising”



Please login with linkedin to comment

Matthew McConaughey Wild Turkey

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]