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.
