Ad of the Day: Southern Comfort

Liquor struts out first work from Wieden + Kennedy

This, Internet. This is the most interesting man in the world. Is he stunningly handsome? Is he uncommonly svelte? Is he well dressed? Or dressed at all? In fact, he is not. Yet even the hot girl in the short shorts and the bikini top at 0:59 can't resist his magnetism.

This Southern Comfort advertisement, from Wieden + Kennedy in New York, is headed for some great press, folks—and not because it's necessarily going to win every award at Cannes, but because this dude looks like most of us guys here in the journalism world, and he is holding a glass of liquor.

Nice touches: the only unstylish pair of thick-framed glasses left in existence, the extremely hairy old dude lying on the lounger, the fabulous dog, and the wading shoes! The wading shoes are good. The director of this spot, Tim Godsall, gives this a good Wes Andersonian feel with the long takes and the washed-out color. It's like a very short French New Wave film about an awesome fat guy.

The music is well chosen, too—that's Odetta singing "Hit or Miss," although at first you go, "I like that 'I gotta be me' song… waitaminit."

Truly, this is a hero for the everyman. We can all see our reflections in his burnished bronze belly. Seriously, hold your face up really close to the screen and I swear you can count your pores.


Client: Southern Comfort, Brown-Forman

Agency: Wieden + Kennedy, New York

Executive Creative Directors: Scott Vitrone + Ian Reichenthal

Creative Directors: Scott Vitrone + Ian Reichenthal

Copywriter: Nick Kaplan

Art Director: Jeff Dryer

Head of Content Production: Lora Schulson

Producer: Alison Hill

Head of Brand Strategy: Stuart Smith

Digital Strategist: Marshall Ball

Brand Strategist: Ben Alter

Account Team: Karla Stewart

Director of Business Affairs: Sara Jagielski

Production Company: Biscuit FIlmworks

Director: Tim Godsall

Executive Producer: Holly Vega

Managing Director: Shawn Lacy

Line Producer: Rick Jarjoura

Director of Photography: Edu Grau

Editorial Company: Mackenzie Cutler

Editor: Gavin Cutler

Post Producer: Sasha Hirschfeld

Editorial Assistant: Ryan Steele

VFX Company: Suspect

VFX Executive Creative Diretor: Tim Crean

VFX Supervisors: John Geehreng

VFX Flame Artists: John Geehreng

VFX CG Artists: Cedrick Gousse

Producer: Tsiliana Jolson

Telecine Company: CO3

Colorist: Tim Masick

Mix Company: Heard City

Mixer: Phil Loeb

Sound Designer: Phil Loeb / Sam Shaffer

Executive Producer: Gloria Pitagorsky

Music Supervision Company: Good Ear Music Supervision

Music Supervisor: Andrew Charles Kahn

Song: "Hit or Miss"

Artist: Odetta