Southern Comfort launches new direction with integrated campaign via Naked Communications
Brown Forman Australia and Naked Communications are launching a new campaign for Southern Comfort that celebrates people who march to the beat of their own drum.The new campaign moves the brand away from the traditional direction of focusing on its New Orleans heritage and introduces its new tagline of 'Whatever's Comfortable'.
WATCH THE SPOT
Says Sarah Nichols, marketing director for Brown Forman Australia: "In
an increasingly cramped and fragmented alcohol category, Southern
Comfort is still like no other drink. So rather than trying to position
the brand to fit in with whatever's cool, we're celebrating the fact
that we're different and encouraging people to be confident enough to do
the same."Says Tim Kirby, business lead at Naked Communications: "The new positioning for Southern Comfort is refreshingly honest. Our challenge was to change people's behaviour from just following the herd to having the confidence to just rock their thing, no matter what that 'thing' is. The stories we're telling in this campaign show people that bring that attitude to life."
Says Jonny Croft, regional brand director for Brown Forman APAC: "We're moving Southern Comfort in a new direction globally with our 'Whatever's Comfortable' tagline, and Naked have done a great job of bringing that to the Australian audience. This is our first locally developed campaign for 14 years."
The campaign begins with 60 and 30 second spots being run on TV, in cinema and online, and is supported with print executions and in-venue activity. Additional digital, social and retail promotion elements will roll out over the summer months. Naked is working alongside UM, Reprise and ISS to deliver the campaign.
Creative Director: Sesh Moodley
Creative: Paul Bootlis
Account Director / Print Producer: Anna Swinburne
Film Producer: Darren Bailey
Designers: Alex Lloyd & Tim Batterham
TV Production - Goodoil Films
Director: Rhett Wade-Ferrell
Producer: Chana McLallen
DOP: Danny Ruhlmann
Production Designer: Jen Waters
Editor: Peter Sciberras
Music: Elliot Wheeler (Turning Studios)
Print Production
Photographer: She is Frank
Producer: Kate Austin (Assembly)
Complete crap.
That will destroy the brand
It uncomfortably reminds me of Edward Scissorhands.
What the fuck are you guys on? Crow and Tim? Are you angry, bitter, twitsted etc. Lovely spot.
Complete ineptitude.
Nice, some lovely little moments, great talent. Tick.
W+K did an amazing job
http://www.bestadsontv.com/ad/46805/Southern-Comfort-Whatevers-Comfortable
absolute complete waste of the clients $$..this is crap
Awesome work guys! Love it...
Esp the bit where he waves goodbye.
WHere did you find that guy? He's freaky!
Neat.
This ad would be 10 times better if it lost the VO and had a better track.
Overseas stuff was much better. Simple and fun.
Probably work a hell of a lot better in Australia too.
Love it.
yet another spot driven by that ol' tired strategy that says this is for the individuals, the ones who think for themselves, the ones who...blah, blah, blah. In reality we all know people are like sheep, so good luck with this.
LOVED IT !
Great idea, nicely executed as well.
Weather its good for the brand? who will ever know... I barked on the stuff in my teens and never went back.
But this ad will make me look at it again sitting behind the bar man and I could reach out and say... SC please.
Nice work guys.
How did this get made? Which person is kidding themselves that this could have any sort of tangible impact?!??
I like it a lot. Works v well for me.
Nice spot.
Well done
Why the fuck wouldn't you save yourself the best part of half a mil and run the outstanding global work?
Love it. Great ad. It'll go viral for sure.
W&K's 'Whatever's Comfortable' smashes this. Not the least bit entertaining or memorable.
It's a beautiful spot that beats the usual shit on tv.
Love it bro!
Does anyone know the name of the track?
This is woeful guys.
http://www.youtube.com/watch?v=gHiqPG0526U