It’s a sad fact that the UK's population are well known for pale skin and milk bottle legs. And let’s face it, everything looks better with a tan- even your lemonade. 

Today, the guys at Southern Comfort are launching the latest iteration of their hugely successful Whatever’s Comfortable campaign. This time we see three every day guys getting their tan-on. These guys aren’t shy, they’re the embodiment of all things comfortable.

Created by Wieden + Kennedy New York exclusively for the UK market, ‘Spray Tan’ is the fourth chapter of Whatever’s Comfortable and follows the hugely popular ‘Beach’ in 2012, ‘Shampoo’, in 2014 and last year’s ‘Young Gun’.

This year Southern Comfort is taking a fresh new approach to its advertising strategy. Stepping away from the previous 60 and 30 second TV spots, the advert will launch today on social media and be shown on Video On Demand and cinemas across the UK throughout summer.

Gwen Ridsdale, Southern Comfort Marketing Manager for the UK said:  “Following the popularity of our previous ads, we’ve leveraged that momentum into a new chapter, one that not only heroes our Whatever’s Comfortable attitude but also the drink itself. Southern Comfort lemonade and fresh lime- the brand’s recommended serve is integral to the story in a unique way, which adds a whole new dimension to the campaign by encouraging consumers to ‘tan your lemonade’ this summer.

“With increased focus on captivating LDA 24s, it was essential that we implemented a media mix that really appealed to this demographic and capitalised on Millennials’ digitally biased behaviour to deliver strong engagement and results. And it’s the first time ever that the brand makes its debut in cinema, so we’re all really excited to see Southern Comfort on the big screen.”