The celebrity spokesperson will serve as chief storyteller for Wild Turkey and its campaigns—both behind and in front of the camera.
Wild Turkey has struck a multi-year partnership with Hollywood star, Matthew McConaughey, who has signed on as the bourbon retailer’s Creative Director. The celebrity spokesperson will serve as chief storyteller for the marque, both behind and in front of the camera.
To reintroduce the brand worldwide, a series of television and digital campaigns which will be directed by him is slated to launch in September. Meanwhile, a short film documenting McConaughey’s journey with the Russells, Wild Turkey’s distilling family, has debuted on the brand’s YouTube channel.
McConaughey first visited the distillery a couple of years ago, a short drive from the University of Kentucky, where his parents first met. Here, he was introduced to Jimmy and Eddie Russell, the father and son team who have worked at the distillery for 97 years collectively.
The artiste was intrigued by the three-generation family behind the bourbon and untold story of an iconic American brand. The upcoming campaign will see McConaughey serving as a commercial creative director and behind-the-camera director for the first time in his career.
The video currently out on YouTube will be followed by McConaughey demonstrating him offer creative vision in a series of advertising spots as well as direct and star in a global push scheduled to run next month. Additionally, he will be featured in a print campaign for the same.
“It’s a new era for Wild Turkey. We’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew McConaughey now on board, we believe we are ready to share that story with the entire world,” said Bob Kunze-Concewitz, CEO at Gruppo Campari.