The strategy 'be yourself' or "be comfortable with who you are" is nothing new - especially for liquor. But when visually communicated with the synthesis of brilliant casting, great music, impeccable direction by Tim Godsall and perfect pacing, such as "Beach", a new spot for Southern Comfort by Weiden & Kennedy, New York, it feels breakthrough.
"Beach," featuring the song "Hit or Miss" by Odetta:
Featuring the song "Hit or Miss" by Odetta, the 90 second spot (which airs on tv as a 60:), turns an unlikely sex symbol into one. The mustachioed, sun-kissed, stout, speedo-clad, middle-aged man saunters with such swagger and confidence to the lyrics 'I gotta be me... ain't nobody just like this, I gotta be me, Baby, hit or miss" that he appeals to women and men alike.
Move over "Most Interesting Man In The World"... I think I have a new hero.
Southern Comfort. Whatever's Comfortable.
Full Credits:
Agency: Wieden + Kennedy New York
Client: Southern Comfort
ECD: Scott Vitrone
ECD: Ian Reichenthal
CD: Ian Reichenthal
CD: Scott Vitrone
CW: Nick Kaplan
AD: Jeff Dryer
Head of Content Production: Lora Schulson
Producer: Alison Hill
Head of Brand Strategy: Stuart Smith
Digital Strategist: Marshall Ball
Brand Strategist: Ben Alter
Director of Business Affairs: Sara Jagielski
Production Company: Biscuit Filmworks
Director: Tim Godsall
EP: Holly Vega
Managing Director: Shawn Lacy
Line Producer: Rick Jarjoura
Director of Photography: Edu Grau
Editorial Company: Mackenzie Cutler
Editor: Gavin Cutler
Post Producer: Sasha Hirschfeld
Editorial Assistant: Ryan Steele
VFX Company: Suspect
VFX Executive Creative Director: Tim Crean
VFX Supervisor: John Geehreng
VFX Flame Artist: John Geehreng
VFX CG Artists: Cedrick Gousse
Producer: Tsiliana Jolson
Telecine Company: CO3
Colorist: Tim Masick
Mix Company: Heard City
Mixer: Phil Loeb
Sound Designer: Phil Loeb
Sound Designer: Sam Shaffer
EP: Gloria Pitagorsky
Music Supervision Company: Good Ear Music Supervision
Music Supervisor: Andrew Charles Kahn
Song: Hit or Miss
Artist: Odetta