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McConaughey and Wild Turkey debut commercial

Wild Turkey and award-winning actor Matthew McConaughey has unveiled their first television commercial. Marking McConaughey's directorial-debut, the commercial is part of the bourbon's new global marketing campaign titles, "It'll find you", reintroducing the brand to the world. Announced as creative director of Wild Turkey, it is the first demonstration of McConaughey's vision for the brand.

The television spot, which is narrated by McConaughey over music he personally selected from New Orleans’ the Hot 8 Brass Band, seamlessly follows the intriguing journey of a woman and her glass of Wild Turkey Bourbon through different locations and times. The scene opens with a pour atop a player piano in a dimly lit speakeasy. From there, the audience is taken through a vibrant jazz club, and ultimately to an intimate campfire high atop a hill. It ends with the glass of Wild Turkey Bourbon finding its way to another piano – this one played by McConaughey. Throughout the spot, McConaughey addresses the audience with the simple words: “We’re not in a rush to be most popular, not in a rush not to be. Real bourbon, no apologies. If it’s for you, you’ll know. Wild Turkey. It’ll find you.”

Of the commercial, McConaughey says: “So many times people choose their drinks to fit in and join the crowd. 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 television spot will begin running in the U.S. in September, and is part of a global broadcast, print, and digital campaign to support Wild Turkey. 

Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey says: “Matthew McConaughey’s unflinching creative style and voice are the perfect fit for a brand like Wild Turkey, which has been doing things its own way for decades. With this new television campaign, he has tapped into what so many Wild Turkey fans understand about the brand and themselves – take pride in the choices you make, even if they are different, because they make you who you are.”

14 September 2016 - Sam Coyne The Drinks Report, editorial assistant