W+K NY Gets in on the Shark Action for Southern Comfort

By Erik Oster 

The latest in W+K New York’s “Whatever’s Comfortable” campaign for Southern Comfort is a strange one.

Timed to coincide with Shark Week, the new spot, which is called “Shark,” opens on a woman sitting alone at a club tapping out the beat on her glass with her overly-long fingernails. As the camera zooms in it becomes clear that her nails are painted to resemble shark jaws. She then slowly stirs the drink with her fingernails before plunging down and stabbing the maraschino cherry, which lets out a red, blood-like ooze. Strange stuff, for sure, but also one of the more compelling spots in the campaign and a well-timed release. Stick around for credits after the jump.



Client: Brown-Forman
Spot: “Shark”

Agency: Wieden + Kennedy, New York
Executive Creative Director: Susan Hoffman
Creative Directors: Jimm Lasser, Caleb Jensen
Creatives: Laddie Peterson, Jeff Dryer
Producer: Orlee Tatarka
Head of Content Production: Nick Setounski
Account Team: Toby Hussey, Katie Hoak

Production Company: Biscuit Filmworks
Director: Steve Rogers
Executive Producer: Holly Vega
Managing Director: Shawn Lacy
Line Producer: Kathy Rhodes
Director of Photography: Benoit Delhomme

Editing Company: Mackenzie Cutler
Editor: Gavin Cutler
Assistant Editor: Ryan Steele
Post Executive Producer: Sasha Hirschfeld

Visual Effects Company: The Mill
Visual Effects Senior Producers: Orlaith Finucane, Aleen Kim
Flame Artist, Creative Director: Jade Kim (Lead), Margolit Steiner
Computer Graphics Artist: Laurent Giaume

Song: “Little Red Riding Hood”
Artists: Bushwalla (Lead Vocals), Sallie Ford (Background Vocals), Graeme Gibson, Sallie Ford (Instrumentals)
Music Company: Walker

Mix Company: Sonic Union
Mixer: Steve Rosen