Southern Comfort launches ‘As comfortable as you are’ campaign via Naked Comms, Sydney

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Screen Shot 2015-09-23 at 8.34.04 am.jpgSouthern Comfort Australia has launched its latest campaign through Naked Communications Sydney.

The campaign will be led by a 60 second film launched in cinema and digital that brings the brand’s evolved idea of ‘as comfortable as you are’ to life, and shows a hero character (Chester) who is most comfortable when he’s enthusiastically singing Spandau Ballet’s hit song ‘True’ in the middle of his local pub.

Says Darren West, marketing manager North American whiskeys and growth brands at Brown-Forman: “At Southern Comfort we have always believed that the feeling of ‘comfort’ is everything; it’s embedded in our brand DNA and ultimately our name. We wanted to show what our sort of comfort is all about – the comfort of being able to just be yourself with your friends. That’s what our new hero Chester does such a good job of; he’s warm, approachable and loveable. The whole spot is down to earth, relatable and unpretentious – just like Southern Comfort.”

Says Jon Burden, executive creative director at Naked Communications: “We had a lot of fun working with the Southern Comfort team on this project, and rekindled many of the team’s love for cheesy 80’s music. The truth is every group of friends has a character who loves to belt out a classic ballad from time to time and generally their friends love them for it. We wanted to celebrate these people, and our hero Chester does them proud. He may not be pitch perfect, but he’s comfortable with his skills and he wants to share them.”

As part of the campaign, Southern Comfort is also partnering with comedians and influencers to talk about their own #SoComfortable moments as well as working with leading mixologists to create their own signature drinks.

Brown-Forman Australia

Marketing Manager NAW & Growth Brands – Darren West

Portfolio and Planning Insights Manager – Rachel Parker

eCommerce and Digital Manager – Dani Hepperlin

Brand and Insights Business Manager – Amanda Fowler

Agency: Naked Communications Sydney

Managing Director – Tim Kirby

Executive Creative Director – Jon Burden

Creative Director – Dave Ladd

Art Director – Daniel Davison

Copywriter – Ashley Wilding

Producer – Mandy Payne

Account Director – Helen Adams

Production: Rabbit

Director – Jesse James

Producer – Greg Fyson

Post production – Rabbit/Cutting Edge

Sound – Rumble

Media agency: Starcom

National Director Content, Social & Mobile Experiences – Patrick Whitnall

Senior Strategist – Sophia Poulten

Account Director – Anthony Thomas

Account Manager, Content, Social & Mobile Experiences – Irene Sarris