Matthew McConaughey & Wild Turkey: which is the bigger ‘story?’

And today’s non-Presidential election news is….that Wild Turkey has a new Creative Director, Matthew McConaughey.

Image result for photo of matthew mcconaughey and wild turkey

Adweek and The New York Times have shared the news. Mr. McConaughey himself lays it out in a short video.

I’m sure I wasn’t the only one who enjoyed his Lincoln commercials (here’s a collection of them). As I saw them unfold, it got me thinking. So self-conscious, so nakedly aspirational: “I’m better than you,” “what fun am I having” or “don’t you wish you were me?”

Wild Turkey has been talking to McConaughey for a while, it turns out, and he didn’t want to just be the pretty face. “The only thing our great story was missing was a great storyteller,” Wild Turkey says. McConaughey is quoted as saying “I want to have my hands in the clay of how we tell the story, and I want to be part of the whole story, not just a character in it.”

Here’s a product launching a lot of new marketing where the storyteller is as much the story as the product. Here he is in Kentucky, looking out over the river whose water is used. Here he is hearing the story of the three generations of the family who make Wild Turkey. He’s the journalist, he’s in front of the camera and in back of it. No frilly or pretentious language. The personality of Matthew McConaughey and Wild Turkey seem to be merging or converging, right? “If we’re for you, you’ll know,” he says towards the end of the video, his Southern come-hither gentility delivered so elegantly.

Wonder if this will lead to some parodies, along the lines of what Ellen DeGeneres and Saturday Night Live created after the Lincoln commercials?

I imagine that Wild Turkey will be cool with that.

Fun to think how this approach could work in the wine business….!

 

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