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W+K Relax with Southern Comfort

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Director Tim Godsall unleashes beach Adonis in new spot

W+K Relax with Southern Comfort

Budgie smugglers, sunnies, a drink in hand… the star of the new Southern Comfort spot is our kind of guy. The spot is the first Southern Comfort spot out of Wieden + Kennedy New York since the agency won the account and they’ve opted for a casual yet confident approach.

The spot is directed by Biscuit Filmworks’ Tim Godsall, who also recently partnered with W+K on their equally comedic Old Spice commercial, I Will Live Forever.
 
A spokesperson for the agency explained that the new campaign is a celebration of self-esteem. “The ‘Whatever's Comfortable’ campaign, much like the Southern Comfort brand, was created to celebrate and inspire the awesome attitude of people who are completely comfortable with themselves," they said. "In ‘Beach’, the launch spot for the campaign, we are captivated by a man who owns his self-comfortableness so completely as he walks casually down the beach. This guy is owning it.”
 

 
 
Credits:
Ad Title: Southern Comfort "Whatever's Comfortable"
Ad Agency: Wieden + Kennedy New York
Executive Creative Director: Ian Reichenthal and Scott Vitrone
Creative Director: Scott Vitrone and Ian Reichenthal
Head of Content Production: Lora Schulson
Copywriter: Nick Kaplan
Art Director: Jeff Dryer
Producer: Alison Hill
Head of Brand Strategy: Stuart Smith
Digital Strategist: Marshall Ball
Brand Strategist: Ben Alter
Production Company: Biscuit Filmworks
Director: Tim Godsall
Director of Photography: Edu Grau
Editorial Company: MacKenzie Cutler
Editor: Gavin Cutler
VFX Company: Suspect
Telecine Company: CO3
Mix Company: Heard City
Music Supervision Company: Good Ear Music Supervision
Song: Odetta - "Hit Or Miss"
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Biscuit UK, Thu, 02 Aug 2012 16:37:54 GMT