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!
If the 6-minute short film version of the ad is too much for you -- we understand, your time is as precious as every drop of Wild Turkey -- the company has also chopped up a shorter 30-second version of the spot. It retains the same dusty, lived-in vibe. It's a light sip of a commercial.