If you were expecting some enjoyably nonsensical philosophizing to suddenly liven up the bourbon category now that Matthew McConaughey is Wild Turkey's creative director—well, his first directorial effort for the brand probably isn't as wild as you were hoping.
A few years ago, when Wild Turkey approached Matthew McConaughey to be the celebrity spokesman for its new ad campaign, the Oscar-winning actor told the brand he "wanted to be more than the face of the campaign." Instead, McConaughey said, "I want to have my hands in the clay of how we tell the story, and I want to be part of the whole story, not just a character in it."&
In a dramatic strategic shift, Wild Turkey has gone from good 'ole boy crude to downright aspirational. A new ad from new lead creative agency Vitro likens the exacting process by which the bourbon is made to the remarkable achievements of athletes and craftsmen like horse racing jockey Rosie Napravnik and glass blower Caleb Siemon. Quick-cut images of Napravnik, Siemon and others give way to a lone tumbler on a spotlighted surface that's splashing full of Wild Turkey. The tagline then pops on screen in the form of a hashtag: "#Nevertamed." The new overachiever approach is a 180-degree turn from the sass and double entendre of the brand's previous, frat boyish "Give 'em the bird" campaign. It will be interesting to see how the makeover takes.