Southern Comfort Wants You to Tan Your Giant Belly (and Your Lemonade) This Summer

The hirsute, rotund free spirit from Southern Comfort's famous "Beach" ad in 2012 may have been harboring a dirty secret—his famous tan might have been at least partly self-inflicted—judging by the brand's new spot, which goes to great lengths (and widths) to celebrate artificial bronzing.

The latest spot in the "Whatever's Comfortable" campaign, from Wieden + Kennedy New York, shows three blokes in hairnets—and what frankly look like diapers—lacquering their pasty exterior Britishness in a golden hue. This is because the weather in Britain is terrible, and they can't achieve a more natural summer glow by natural means.

Not that they'd want to. This spray-tanning business is borderline orgasmic, judging by their quivering reaction to the spray gun's feathery touch. Comfortable is putting it mildly.

Tanning oneself is only part of the story, though. Viewers are also encouraged to "tan" their lemonade this summer by spiking it with Southern Comfort & Lime.

"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," says client marketing manager Gwen Ridsdale. "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.

The spot breaks today online and will appear in cinemas and video on demand through the summer in the U.K.

CREDITS

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, Chief Operating Officer: Shawn Lacy

Executive Producer: Colleen O'Donnell

Line Producers: Mirka Taylor, Jay Veal

Director of Photography: Sebastian Wintero Hansen

Editing: Arcade Edit

Editor: Geoff Hounsell

Editing Assistant: Sam Barden

Producer: Cecilia Melton

Executive Producer: Sila Soyer

Online, Finishing, Clean-up: Arcade Edit

Flame Artist: Tristian Wake

Visual Effects (end tag only): The Mill

Visual Effects Compositors: Tomas Wall, Rob Meade

Computer Graphics Artist: Andrew Bartholomew

Producer: Colin Moneymaker

Telecine Company: CO3

Colorist: Tim Masick

Mix Company: Heard City

Mixer: Phillip Loeb

Producers: Natasha Alden, Sasha Awn

Song: "All Gold Everything"

Artist: Soulja Boy