Wild Turkey launches new global campaign in Australia first

Wild Turkey has launched a new global campaign ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, actor Matthew McConaughey.

Australia will be the first country worldwide to see the new campaign. It also marks the first global communication since the previous ‘Real Bourbon, No Apologies’ platform.

The creative storyline across the films follows McConaughey’s journey of discovering the true meaning of “trusting one’s spirit” as he explores the grounds of the Wild Turkey rickhouse. The track “Black Moon Rising”, by Austin musicians Black Pumas, pays homage to the band’s home state and McConaughey’s modern cowboy persona in his home state, Texas.

Shot on location in McConaughey’s hometown of Austin, Texas, the eight short films encourage viewers “to be bold, unapologetically themselves, and stay true to who they are”.

The campaign will launch in Australia via a series of TVCs, starting with two of the short films – “Jimmy’s Spirit”, a 30 second homage to master distiller and “Buddha of Bourbon” legend Jimmy Russell, in tandem with a 15 second creative spot, “The Stars”.

Paolo Marinoni, marketing director, Campari Australia and New Zealand said: “Wild Turkey has been made the same way for generations, with each bottle standing as a lasting reminder of the importance of staying true to yourself and seeking out moments in life that are rich and meaningful.”

McConaughey remarks: “In all its forms and just like Wild Turkey, Trust Your Spirit is bold and unapologetically confident. This spirit of trust dates back for generations of the Russell family – world-renowned bourbon makers who toast those who also trust their spirit. We’re very proud of this campaign. It’s about celebrating that ethereal voice we all have inside. It’s life undiluted.”

The TVCs will air across the Nine and Ten Networks in Australia through till November 2021. Entertainment and sport placements include The Block, Love Island, 60 Minutes, The Bachelor, The Bachelorette, Masked Singer, Have You Been Paying Attention? and Gogglebox.

View the two new assets here with “Jimmy’s Spirit” airing from Friday 23 July and “The Stars” airing from Sunday 25 July.


Wild Turkey US:

Global Senior Director: Mattia Carlozzo
Global Whiskey Director: Joseph Baide
Global Senior Brand Manager: Stacey Beerman
Senior Global PR Manager: Erin Smolinski

Wild Turkey AU:

Marketing Director: Paolo Marinoni
Group Marketing Manager: Mark Little
Senior Brand Manager: Sian Ryan
Brand Manager: Christopher Ward

Creative and production:

Executive Creative Director: Josh Combs
Creatives: August Östberg, David Svedenström, Graham Davis
Executive Producer: Karen McKibben
Senior Producer: Thomas Martin
Production Company: Furlined
Director: Ben Tricklebank
Director of Photography: Max Goldman
Post Production: Therapy Studios
Editor: Doobie White
Executive Producer: Margaret Ward
Photographer: Fernando Decillis
Music: Black Pumas “Black Moon Rising”

Media agency: Wavemaker

Client and Communications Director: Joshua Howell

Senior Investment Manager: Shaun Aubrey

Digital Associate Manager: Monique Foy

Director, Investment & Activation: Emma Wood

Digital Director: Katharina Herzfeldt


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