Wild Turkey Cleans Up Surprisingly Well in New Ads, but Don’t Call It Tame

Bourbon rebranded by Vitro

In a dramatic strategic shift, Wild Turkey has gone from good 'ole boy crude to downright aspirational. A new ad from new lead creative agency Vitro likens the exacting process by which the bourbon is made to the remarkable achievements of athletes and craftsmen like horse racing jockey Rosie Napravnik and glass blower Caleb Siemon. Quick-cut images of Napravnik, Siemon and others give way to a lone tumbler on a spotlighted surface that's splashing full of Wild Turkey. The tagline then pops on screen in the form of a hashtag: "#Nevertamed." The new overachiever approach is a 180-degree turn from the sass and double entendre of the brand's previous, frat boyish "Give 'em the bird" campaign. It will be interesting to see how the makeover takes.

Client: Wild Turkey Bourbon
Agency: Vitro
Executive Creative Director: John Vitro
Associate Creative Directors: Brian Dunaway, Ross Brodie
Interactive Creative Director: P.J. Yesawich
Director of Broadcast: Mickey Strider
Production Company: Aero Films
Director: Klaus Obermeyer
Executive Producer: Lance O'Connor
Editing: Nomad Edit
Editors: Tom Muldoon, Dave Friz
Music: Stimmung