A Kentucky distillery is teaming up with a Hollywood actor who comes from Texas to help sell whiskey all over the country. Today, Wild Turkey announced a multi-year partnership with Matthew McConaughey, signing the Oscar winner as the brand’s newest creative director. McConaughey will serve as “chief storyteller,” both in front of and behind the camera. Given his widely parodied ads for Lincoln, we’re hoping this gets weird.
“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way—even if that way isn’t always the most popular,” McConaughey said. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”
Which, we must say, is precisely what a well-trained celebrity creative director would say. McConaughey follows in the footsteps of other celebrity creative directors for big brands, such as Jessica Alba for Microsoft, Usain Bolt for Nissan, Will.i.am for Intel, Justin Timberlake for Callaway and Anheuser-Busch, and Lady Gaga for Polaroid. In fairness, we should point out that Usain Bolt was technically Nissan’s “director of excitement.”
Today, Wild Turkey debuted their first piece since McConaughey took the helm. A short film depicts a trip the actor took to the distillery, where he meets with three generations of Russells, sips a pre-Prohibition bourbon and spins a lazy Susan rimmed with goblets of booze in the distillery's lab. Come September, McConaughey will direct and star in a series of advertising spots, as well as a print campaign for the brand. It will also be the first time in his career the actor has gotten behind the camera as a commercial creative director.
To get a feel for McConaughey’s earnestness, check out the short film below.