Ad of the Day: Southern Comfort

W+K trades the beach for the salon and another exceeding comfortable gent

It's a fine line between comfortable and inappropriate.

Southern Comfort walks that line once again in its new 60-second spot from Wieden + Kennedy in New York, following up its already-legendary Speedo-clad beachgoer (who should get some love in another beach town next week) with another curious character—a mustachioed man who treats himself to a luxurious shampoo, drink in hand, at a salon.

Director Tim Godsall of Biscuit Filmworks, who directed "Beach," is back at the helm here, once again turning a scenario that should be supremely awkward into a celebration of personal style and iconoclasm. Our hero—caught in a time warp of sorts, in this aging salon, with Lou Johnson's "The Beat" from 1971 playing on the soundtrack—couldn't be more at ease as he lies back and lets the hairdresser soap up his mop of graying hair. Halfway through the spot, he takes out his glasses for a peek at a fetching lady across the way, then leans back again, closes his eyes, rests a glass of Southern Comfort on one leg and crosses the other one over, revealing a large snakeskin boot.

The brand says this campaign is all about getting consumers to 'be their awesome selves.' " And indeed, not giving a damn what anyone thinks—to one's apparent unending benefit and enduring happiness—is as good a strategy as any for booze, and a pointed one for this particular unusual liqueur. This guy continues that positioning nicely. As uncool-cool guys go, he isn't as iconic as the beach man—whose literal swagger allowed for a richer narrative—but he's certainly memorable. You wouldn't want him to spend hours in your salon, perhaps, but he's more than welcome to have 60 seconds on TV.

The tagline remains, "Whatever's comfortable," and is rendered again on a little red flag—flapping, as though in the breeze, in the guy's drink.

A 30-second version of the spot is launched on ESPN during Sunday Night Baseball and will launch globally across key Southern Comfort markets this summer. The campaign also features print, out-of-home, point of sale and digital, also all running globally. More TV spots in the campaign, focused on Southern Comfort Lime and Southern Comfort Bold Black Cherry, will break later this summer.

Check out some new print work below the TV spot.

Client: Southern Comfort

Spot: "Shampoo"

Agency: Wieden + Kennedy, New York
Executive Creative Directors: Scott Vitrone and Ian Reichenthal
Creative Director: Jimm Lasser
Creatives: Nick Kaplan and Jeff Dryer
Producer: Orlee Tatarka
Head of Business Affairs: Sara Jagielski
Head of Content Production: Lora Schulson
Account Team: Toby Hussey, Molly Friedman
Digital Strategist: Marshall Ball
Strategic Planner: Ben Alter

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
Head of Production: Sean Costelloe
Senior Producer: Charlotte Arnold
Producer: Orlaith Finucane
Lead Flame Artist/Creative Director: Jade Kim
Nuke Compositors: John Mangia, Sabrina Tenore
CG Artist: Emily Meger, Laurent Giaume, Ari Hwang
VFX Supervisor: Peter Smith, Peter McAuley

Song: "The Beat"
Artist: Lou Johnson
Music Supervisor: Andrew Charles Kahn
Music Supervision Company: Good Ear Music Supervision

Mix Company: Sonic Union
Mixer: Steve Rosen

—Print + OOH + POS + Digital
Agency: Wieden + Kennedy, New York
Executive Creative Directors: Scott Vitrone and Ian Reichenthal
Creative Director: Jimm Lasser
Copywriter: Dave Canning
Art Director: Cyrus Coulter
Account Team: Toby Hussey, Molly Friedman
Project Manager: Yann Samuels
Art Buyer: Molly Dowd
Photographer: Dylan Coulter
Digital Strategist: Marshall Ball
Brand Strategist: Ben Alter

Retouching Agency: Portus Imaging
Retoucher: Carolyn Winslow