If you were expecting some enjoyably nonsensical philosophizing to suddenly liven up the bourbon category now that Matthew McConaughey is Wild Turkey's creative director—well, his first directorial effort for the brand probably isn't as wild as you were hoping.
The spot, posted below, is perfectly serviceable, if rather generic. As in most alcohol ads, there's the bar scene, the close-up of the perfect pour and the implication that you'll have a better night if you drink this drink.
It is nicely shot, though, for what it is. And it's probably a bit much to expect the Oscar winner to shake up the tried-and-true format with something more daring.
There are touches that feel different from the typical work, like McConaughey's decision to use New Orleans' Hot 8 Brass Band and to set the scene in a jazz club rather than a thumping dance club.
There's also about two full seconds where McConaughey, pleased that his Wild Turkey has been served to him, replies to a waitress with a long "Aaaaaahhhh." Delivered by anyone else, it would be irritating, but from McConaughey it works.
"So many times people choose their drinks to fit in and join the crowd," he says in a statement. "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 campaign, from J. Walter Thompson in New York and RSA Films in Los Angeles, was shot in Southern California.
"Matthew perfectly embodied, both on screen and behind the camera, the uncompromising spirit of the brand," said Brent Choi, chief creative officer of JWT N.Y. "His unique background brought us refreshing insight and direction that led to a wonderful creative collaboration."