Wieden + Kennedy Gets Comfortable With Southern Comfort

In the world of advertising it's pretty much written in stone that brands portray their products in an aspirational manner using imagery and actors that are everything a consumer wants to be but can't because they aren't rich enough, beautiful enough, skinny enough, own a fancy enough car, have big enough breasts or a six pack that puts Calvin Klein models to shame.

Which is why we love this new Southern Comfort work from Wieden + Kennedy New York. Called Whatever's Comfortable, it's a celebration of just that. No pretense here at all. Just a not so perfect looking guy walking down the beach with all the calm collected coolness that only...ahem...comfort with one's own body can bring.

A :90 version of the commercial is currently running on Southern Comfort's Facebook page and YouTube channel and a :60 will air on television, a first for the brand, beginning August 5.

Minus any voiceover or copy, the spot is set to the tune of Odetta's Hit or Miss. The work is Wieden + Kennedy's first since winning the account from Arnold which had handled the brand since 2001.