Matthew McConaughey is back at the helm of Wild Turkey Bourbon’s advertising, ready to testify in his newest creative effort for the iconic bourbon. Wild Turkey today unveiled its second television commercial directed by and starring the Academy Award-winning actor. The commercial, which was created by J. Walter Thompson New York and produced by RSA, is a continuation of the legendary bourbon brand’s global marketing campaign titled “It’ll Find You”. Wild Turkey tapped McConaughey to serve as Creative Director in 2016, and he has since demonstrated his vision via content that reintroduces the world to the all-American brand. As reported in Gruppo Campari’s 2017 first half results, the Wild Turkey portfolio has grown globally by 14.6%, driven in part by the success of this well-received campaign.
The new television spot follows McConaughey as he strolls down a lively cobblestone street with a bottle of Wild Turkey Bourbon in hand. He exits a rocking music arena, walks past a bustling club full of people dancing, and continues along, gliding past vibrant city nightlife. At every turn he hears a familiar song; that song he can’t get out of his head. Finally, he comes to two chairs in front of a fire, at a vantage point overlooking the city lights, and there beside him sits Davie, the musician whose song “Testify” has been playing along McConaughey’s journey. He opens the bottle, pours two glasses of Wild Turkey Bourbon to toast with Davie, who, in spite of being able to fill stadiums, is still performing his music his way, for himself, never compromising. In the end, the commercial demonstrates that real fulfilment is something that will find you when you remain true to yourself. Throughout the spot, McConaughey narrates: “We didn’t set out to make a hit, we just sang our song. Real bourbon, no apologies. Wild Turkey. It’ll find you.”
Similar to last year’s inaugural campaign, the commercial follows Wild Turkey Bourbon as it journeys through various moments in time accompanied by a lively soundtrack of music hand selected by McConaughey.
“This new TV spot demonstrates the cool ease and authenticity of this brand,” said McConaughey. “I met Wild Turkey’s Master Distillers Jimmy and Eddie Russell years ago, and I immediately knew something was special about this brand – they’re not afraid to do things the right way, even if that’s not the easiest way, never changing the formula to follow consumer trends. And if you live your life with the same principles, Wild Turkey will find you.”
Wild Turkey found McConaughey a few years ago upon his first visit to the iconic Kentucky distillery where he was introduced to the Russells, the Kentucky Bourbon Hall of Fame® father and son Master Distiller team who have worked at the Wild Turkey Distillery for nearly 100 years collectively. Intrigued by the multi-generational family behind the bourbon, McConaughey discovered Wild Turkey’s faithful devotion to distilling bourbon the right, unapologetic way.
“Bringing Matthew into the Wild Turkey family was the best decision we could have made,” said Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey. “He embodies the spirit of the brand and has introduced millions to the unwavering pride and quality of Wild Turkey. We think this new ad is a great visualization of the Wild Turkey spirit.”
“Matthew continues to embody Wild Turkey’s values both in front of and behind the camera,” said Brent Choi, Chief Creative Office, J. Walter Thompson New York. “His passion and hands-on dedication to tell Wild Turkey’s story authentically is like nothing we’ve seen before in a celebrity-brand collaboration.”
The television spot will begin running worldwide in September, and is part of a global broadcast, print, and digital campaign.
The TV spot was shot on location in Southern California.
Creative Agency: J. Walter Thompson New York
Chief Creative Officer: Brent Choi
Senior Art Director: Jessica Stewart
Senior Copywriter: Erin Copithorne
Planning Director: Gual Barwell (Group)
Head of Content Production: Anthony Nelson
Director of Music: Paul Greco
Senior Business Manager: Emily Nargi
Art Buyer: Suzanna Shields
Account Supervisor: Katie Gallagher