The clip finds McConaughey wearing the preferred flannel-jacket of high school bullies, gazing out at a river, and walking around whiskey barrels with Wild Turkey employees. The whole thing is strange, a bourbon-soaked journey into where ads are headed: the celebrity not as spokesman, but as auteur! Plus, at six minutes, it's shorter than Free State of Jones.
"I wanna be more than just the face of the campaign," says McConaughey in the video. "I wanna have my hands in the clay of how we tell the story and I want to be a part of the whole story -- not just a character in it." Get those hands in the clay, Surfer, Dude!