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.

CREDITS

Client: Southern Comfort

—TV

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