I usually hate vacuous celebrity tie ins for brands and the paper thin role of ‘Creative Director’. It often seems like an ego-trip for the celebrity or a misguided attempt for a failing brand to appear cool – much like Blackberry appointing Alicia Keys as their ‘Global Creative Director’ a couple of years ago. Now, I don’t know Alicia Keys, she MAY be a tech genius, she MAY literally have the best insights in the world into how people use phones, but I highly doubt it.
Saying that, after seeing the first video from the new Matthew McConaughey & Wild Turkey partnership I’m actually filled with confidence that this could be a nice little pairing. McConaughey has been drafted in to tell the Wild Turkey story both behind the camera and in front of it, reintroducing the world to the legendary Wild Turkey brand.
A series of TV and digital campaigns directed by McConaughey will launch in September, but for now you can check out the first short film documenting his meeting with the bourbon’s founders.
The partnership for once actually seems like less of shilling opportunity and more of an actual creative partnership – only time will tell if I’ve been duped by pretty visuals and his soothing voice.
Check out the short film below, for more info head to WILDTURKEYBOURBON.COM