Wild Turkey unveils ad starring brand’s creative director Matthew McConaughey

Wild Turkey has rolled out a spot starring Matthew McConaughey roughly a month after the Academy Award-winning actor joined the bourbon brand as its creative director.

The ad is part of the Wild Turkey’s new global marketing campaign, ‘It’ll Find You,’ which aims to modernize the brand as the bourbon industry continues to enjoy a renaissance of sorts.

McConaughey, who directed the spot, worked closely with J. Walter Thompson New York and RSA Films to execute the campaign. The campaign aims to position Wild Turkey as a drink for people who are comfortable in their own skin and aren’t afraid to do their own thing, which McConaughey reiterates in the ad when he states that the Gruppo Campari-owned brand is “not in a rush to be most popular, not in a rush not to be.”

The song in the ad, a track by New Orleans-based The Hot 8 Brass Band, was personally selected by McConaughey.

“So many times people choose their drinks to fit in and join the crowd,” said McConaughey in a statement. “Wild Turkey is about something different. The tagline ‘It’ll Find You’ is at the heart of what Wild Turkey is all about. If you are being yourself, unapologetically doing things your own way, then you are at home wherever you are, and Wild Turkey, well, it’ll find you.”

The spot, which will begin airing in the US this month, is part of a global broadcast, print and digital campaign.