W+K NY Gets Comfortable With Spray Tans for Southern Comfort

By Erik Oster 

W+K New York launched a new U.K. extension of its “Whatever’s Comfortable” campaign for Southern Comfort, following up last year’s “Young Gun” and “Shark.”

The spot features three guys really enjoying getting a hideous orange spray-tan. After catching viewers attention with the sheer “WTF” factor the group of pale fellows receiving a spray-tan in slow-motion (set to the tune of “All Gold Everything” by Soulja Boy), the spot ends with the message “Tan Your Lemonade,” inviting viewers to try the Southern Comfort, lemonade and lime cocktail the boys are sipping on at the end of the ad. It’s a strange approach for sure, but then that’s exactly what everyone’s come to expect from this campaign. “Spray Tan” launched today, promoted on social media, and will continue to run online and in cinemas in the U.K. throughout the summer.

“Following the popularity of our previous ads, we’ve leveraged that momentum into a new chapter, one that not only heroes our Whatever’s Comfortable attitude but also the drink itself,” Gwen Ridsdale, U.K. marketing manager for Southern Comfort, said in a statement. “Southern Comfort lemonade and fresh lime- the brand’s recommended serve is integral to the story in a unique way, which adds a whole new dimension to the campaign by encouraging consumers to ‘tan your lemonade’ this summer.”


Client: Southern Comfort

Spot: “Spray Tan”
Agency: Wieden + Kennedy, New York
Executive Creative Directors: Jaime Robinson & David Kolbusz
Creative Directors: Jimm Lasser, Caleb Jensen, Mike Giepert
Copywriters: Laddie Peterson & Rajeev Basu
Head of Content Production: Nick Setounski
Producer: Cheryl Warbrook
Strategist: Tom Gibby
Account Team: Toby Hussey, Katie Hoak, Kerry O’Connell
Business Affairs: Sara Jagielski, Justine Lowe

Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Executive Producer/COO: Shawn Lacy
Executive Producer: Colleen O’Donnell
Line Producer: Mirka Taylor / Jay Veal
Director of Photography: Sebastian Wintero Hansen

Editorial Company: Arcade NYC
Editor: Geoff Hounsell
Post Producer: Cecilia Melton
Post Executive Producer: Sila Soyer
Editorial Assistant: Sam Barden

VFX Company: The Mill
VFX Lead Flame: N/A
VFX Supervisors: N/A
VFX Compositors: Tomas Wall, Rob Meade
VFX CG Artists: Andrew Bartholomew
Producer: Colin Moneymaker

Telecine Company: CO3
Colorist: Tim Masick

Mix Company: Heard City
Mixer: Phillip Loeb
Sound Designer: N/A
Producer: Natasha Alden & Sasha Awn

Song: All Gold Everything
Artist: Soulja Boy