Southern Comfort returns to local advertising with a compulsive body popper

Southern Comfort

‘whatever’s comfortable’

Naked Communications has launched the first local campaign for Brown Forman Australian liqueur brand Southern Comfort in over a decade.

The ad features a man who can’t stop body popping, a form of dance, with the tagline ‘whatever’s comfortable.’

Tim Kirby, business lead at Naked Communications, said: “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.”

The execution will run across both TV and cinema, and is supported by print, online, digital and social media.


Brown Forman Australia

  • Marketing Director Australia: Sarah Nichols
  • Regional Brand Director APAC: Jonny Croft
  • Senior Brand Manager: Meghan Murray

Naked Communications

  • Business Lead: Tim Kirby
  • 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)

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