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Matthew McConaughey launches first spot as Creative Director for Wild Turkey

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Many in adland shuddered at the idea of former romantic comedy stooge turned genuine Hollywood megastar Matthew McConaughey being named as Creative Director for the Wild Turkey Whisky brand. And with good reason. It's a move obviously made more for the column inches than for legitimate creative reasons, and in the past when similar stunts have been pulled by brands like Bacardi, BlackBerry and Polaroid have appointed celebrities in honorary creative roles such as Alicia Keys, Justin Timberlake and Lady Gaga, the results have been less than stellar (or maybe Interstellar, get it?) and often borderline patronising. This first piece of work, however, leads me to believe that this time, the faith the brand has expressed in McConaughey's creative talents has not been misplaced. I'm still pretty sure he wouldn't have got the job if he wasn't a movie star though.

If you're doing things your own way, then you are at home wherever you are, and Wild Turkey, well, it'll find you”

Wild Turkey unveiled the first TV spot directed by and starring the Academy Award-winning actor this week, marking not only McConaughey's directorial debut, but his first shot across the bow as a creative director. The spot is part of the iconic bourbon brand's new global marketing campaign titled “It'll Find You,” created in partnership with J. Walter Thompson New York, which aims to reintroduce the world to the legendary brand. It is the first demonstration of McConaughey's vision for Wild Turkey since he was announced as creative director last month, and is a classy, surprisingly unique little clip.

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Narrated by the man himself over music he personally selected from “The Hot 8 Brass Band,” the spot seamlessly follows the journey of a woman and her glass of Wild Turkey Bourbon through different locations and times before it ends up in the hands of the man who will be starring in the Dark Tower movie alongside Idris Elba early next year. Throughout the spot, McConaughey addresses the audience with the simple words: “We're not in a rush to be most popular. Real bourbon, no apologies. If it's for you, you'll know. Wild Turkey. It'll find you.” A simple statement, but an effective and evocative one. The spot will begin running in the US in September, and is part of a global broadcast, print, and digital campaign to support Wild Turkey.

So many times people choose their drinks to fit in and join the crowd. Wild Turkey is about something different”

McConaughey said of his campaign: “So many times people choose their drinks to fit in and join the crowd. Wild Turkey is about something different. The tagline 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.” Brent Choi, Chief Creative Officer at J. Walter Thompson New York, added: “Matthew perfectly embodied, both on screen and behind the camera, the uncompromising spirit of the brand. His unique background brought us refreshing insight and direction that led to a wonderful creative collaboration.”

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The TV spot was directed by and stars McConaughey, who also worked closely with J. Walter Thompson New York and RSA Films in Los Angeles to deliver the campaign. It was shot on location in Southern California. A short film documenting Matthew's creative journey with Wild Turkey's distilling family, the Russells, and more information regarding his initial 'signing' can be found HERE in an earlier article exploring this most unlikely of creative alliances.

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.

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