Danny McBride takes flight in surreal Southern Comfort SHOTTASoCo music video
Southern Comfort has unleashed the unique comic talents of Danny McBride in a new marketing push designed to get people drinking shots of Southern Comfort (branded SHOTTASoCo by the above song of the same name).
Channelling a number of radical visual elements such as poorly animated CGI in the style of a Taiwanese newscast, a high-rolling tuxedo flightsuit and some glorious facial hair -complete with intense close-ups - the video overlays a memorable aesthetic with a contagious track from Detroit Grand Pubahs.
W+K New York was tasked with putting SHOTTASoCo on the tips of viewers' tongues (both the song and the drink). To achieve these ends, Danny McBride was enlisted as a brand ambassador for Southern Comfort.
Lisa Hunter, brand director for Southern Comfort, said: “Danny McBride is truly the perfect ambassador for us, he genuinely loves Southern Comfort, and his personality perfectly aligns with our everyday mantra, 'Whatever's Comfortable.'
“We know there's no one better to pioneer the SHOTTASoCo movement."
McBride on the other hand admitted: “I'm a huge fan of Southern Comfort. It's been my go-to for years.”
The brand wants the repetitive soundtrack and the #SHOTTASoCo mentality to connect with audiences, Wieden creative director Jimm Lasser told AdWeek.
“The idea was to spread a word: ‘SHOTTASoCo.’ Make that word catchy and hopefully get it stuck in your head. It was designed to be a multi-use phrase, including a great song that people actually might get some enjoyment out of.
“Music is an awesome way to do messaging. It is something that can move with people, rather than the type of engagement that requires you to go to a screen.”
McBride also starred in a number in shorts – all intent on getting people discussing #SHOTTASoCo on social media.
Content created with:
Wieden+Kennedy
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