It takes a comfortable man to perform karate in a barber’s robe and tinfoil, not to mention skintight jeans and snakeskin boots. Meet the face of Southern Comfort, a moustachioed man we’ve met once before in “Shampoo,” one of the previous spots in W+K’s SoCo “Whatever’s Comfortable” campaign.
Then, he was meditating amidst soft suds, opening his eyes only to check out the woman across the barbershop. Now, he’s showing off for all the ladies.
Director Tim Godsall and the W+K creative team wrote the spot after seeing our protagonist’s casting tape for “Shampoo,” in which he did karate – he’s actually skilled in the martial art, and owns a few dojos. Given the nature of the campaign, they wanted to play to his natural skills. It was a good choice, because this is the best spot yet. While “Beach” and “Shampoo” play to the relaxed side of comfort, “Karate” has more personality and ease. Especially when backed by “I’m a Fool to Care,” by Les Paul and Mary Ford, this barbershop guy paints a poignant picture, and will probably ascend to be your new role model.
Credits after the jump.
Executive Creative Directors Scott Vitrone and Ian Reichenthal
Creative Director Jimm Lasser
Creatives Nick Kaplan and Jeff Dryer
Producer Orlee Tatarka
Head of Production Lora Schulson
Production Company Biscuit Filmworks LA
Director Tim Godsall
Executive Producer Holly Vega
Line Producer Rick Jarjoura
Director of Photography Darko Suvak
Editorial Company Mackenzie Cutler
Editor Gavin Cutler
Assistant Editor Ryan Steele
Post Executive Producer Sasha Hirschfeld
VFX Company The Mill
VFX Head of Production Sean Costelloe
VFX Producer Orlaith Finucane
Lead Flame Artist Jade Kim
VFX Supervisor Peter Smith, Peter McAuley
MUSIC + SOUND DESIGN
Song “I’m a Fool to Care”
Artist Les Paul & Mary Ford
Music Supervisor Andrew Charles Kahn
Music Supervision Good Ear Music Supervision
Mix Company Sonic Union
Mixer Steve Rosen