Southern Comfort launches third spot ‘Karate’ in Whatever’s Comfortable campaign via W+K NY

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southerncomfort.jpgSouthern Comfort has launched ‘Karate’, a new television spot via agency Wieden+Kennedy New York.

This is the third spot in the ‘Whatever’s Comfortable’ campaign, which launches in Australia on TV this week and will be rolling out globally over the next few months.

For the Whatever’s Comfortable campaign, the agency was casting for people that naturally embody the Whatever’s Comfortable attitude. The first character in the launch spot (“Beach“) was an example of that. The next character getting his hair washed in “Shampoo” is also an example of that, which is further revealed in “Karate”. The actor was chosen for the role after the creatives at W+K saw his casting tape during the casting process for “Shampoo”, in which it was clear that he is all about the Whatever’s Comfortable attitude.

Based on that casting tape (in which he did karate*) the director (Tim Godsall, who has directed all the broadcast creative in this campaign to date) and the W+K creative team wrote a second script based on who he naturally was. The song featured is called “I’m a Fool to Care” by Les Paul & Mary Ford.

Client: Southern Comfort

Project Name: Southern Comfort Brand 2013

Format: TV

Client Contact: Mark Bacon, Lena DerOhannessian, Claire Westlake

Agency: W+K New York

Executive Creative Directors: Scott Vitrone and Ian Reichenthal

Creative Director: Jimm Lasser

Creatives: Nick Kaplan and Jeff Dryer

Producer: Orlee Tatarka

Head of Business Affairs: Sara Jagielski

Head of Content Production: Lora Schulson

Account Team: Toby Hussey, Molly Friedman

Strategic Planner: Ben Alter

Digital Strategist: Marshall Ball

Production Company: Biscuit Filmworks LA

Director: Tim Godsall

Executive Producer: Holly Vega

Line Producer: Rick Jarjoura

Director of Photography: Darko Suvak

Editorial Company: Mackenzie Cutler

Editor: Gavin Cutler

Assistant Editor: Ryan Steele

Post Executive Producer: Sasha Hirschfeld

VFX Company: The Mill

VFX Head of Production: Sean Costelloe

VFX Producer: Orlaith Finucane

Lead Flame Artist: Jade Kim

VFX Supervisor: Peter Smith, Peter McAuley

Song: “I’m a Fool to Care”

Artist: Les Paul & Mary Ford

Music Supervisor: Andrew Charles Kahn

Music Supervision Company: Good Ear Music Supervision

Mix Company: Sonic Union

Mixer: Steve Rosen