Wild Turkey Redefines Pour with It’ll Find You

Part of a global Wild Turkey campaign, the first spot starring Matthew McConaughey was created in partnership with JWT New York.

Wild Turkey has unveiled its first broadcast spot directed by and starring Matthew McConaughey. Marking his directorial debut, the commercial is part of the bourbon’s new global advertising campaign titled It’ll Find You, created in partnership with J. Walter Thompson New York.

Aimed at reintroducing the brand, the push captures his vision for the marque since being named Creative Director. Narrated by the actor over music selected from New Orleans’ The Hot 8 Brass Band, the film follows one woman’s Wild Turkey journey through different locations and times.

The scene opens with a pour atop a player piano in a dimly lit speakeasy. The audience is taken through a vibrant jazz club and to an intimate campfire on a hill. It ends with a glass of the premium bourbon finding its way to another piano. The ad debuts in the United States this month.

Shot on location in Southern California, the marketing effort also includes print and digital components as well as involved collaborative work with Los Angeles based RSA Films. A short documenting McConaughey’s journey with the distilling family—the Russells—can be viewed here.

“With this new television campaign, Matthew has tapped into what so many Wild Turkey fans understand about the brand and themselves: take pride in the choices you make, even if they are different, because they make you who you are,” said Bob Kunze-Concewitz, CEO at Gruppo Campari.