2018Q1SpiritedVirginia - 19

Matthew McConaughey is in partnership with Wild Turkey.

personalities to manage their
marketing and advertising-all in
the person of actor and producer
Matthew McConaughey.
In a six-minute video that
he produced as an overview
of the iconic whiskey brand,
McConaughey pulls out his Texas
roots, his down-home drawl and a
hipster-meet-lumberjack red plaid
flannel shirt.
"The folks at Wild Turkey came
to me a few years ago to be the
celebrity spokesman for their
brand and their new campaign,
and I really liked the idea,"
McConaughey tells the camera.
"But the more I thought about
it, I said 'Look, I want to be more
than just the face of the campaign.
I want to have my hands in the
clay of how we tell the story. And

I want to be a part of the whole
story, not just a character in it.' So
this is my new gig, creative director
of the new Wild Turkey campaign."
In the film, he wanders through
the mash kettles. He sits with the
distillers in the sensory lab and
chews the fat with master distiller
Jimmy Russell in his humble office.
He samples from the barrels with
the copper thief and learns more
about bourbon's history. He tastes
Wild Turkey 101-the bourbon
that built the company, and has
become its number one seller.
"They've been doing it their way
for 62 years and they're not going
to change that. That's something I
respect," McConaughey continues
in the video. "Wild Turkey is an
all-American brand, they're an
all-American family. They're just

IMAGE COURTESY OF WILD TURKEY/CAMPARI AMERICA

good people... I found a story
here in Kentucky. I found a story
here in the Russells. I found a
story here in Wild Turkey that
I think deserves to be told. I
find it entertaining, I find it
inspiring... We're not going to be
for everybody, and that's okay. If
we're for you, you'll know."
The official ad agency for the
Wild Turkey account is J. Walter
Thompson, but McConaughey is
the face. And at a $4 million price
tag, the biggest winner.
If the actor and creative
director wants to get a little more
specific in promoting the brand,
he can focus attention on other
Wild Turkey products, including
American Honey, American
Honey Sting, Rye 81 and reserve
whiskeys.

SPIRITED VIRGINIA | JANUARY | FEBRUARY | MARCH 2018 19



2018Q1SpiritedVirginia

Table of Contents for the Digital Edition of 2018Q1SpiritedVirginia

2018Q1SpiritedVirginia - Cover1
2018Q1SpiritedVirginia - Cover2
2018Q1SpiritedVirginia - 1
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2018Q1SpiritedVirginia - Cover3
2018Q1SpiritedVirginia - Cover4
https://www.nxtbook.com/leisuremedia360/leisure/spirited-virginia-q1-2022
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ42021
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ32021
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ22021
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ12021
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ42020
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ32020
https://www.nxtbook.com/nxtbooks/leisure/SpiritedVA-Q2-2020
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ12020
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ42019
https://www.nxtbook.com/nxtbooks/leisure/VTCRecipeBook
https://www.nxtbook.com/nxtbooks/leisure/2019Q3SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2019Q2SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2019Q1SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2018Q4SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2018Q3SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2018Q2SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2018Q1SpiritedVirginia
https://www.nxtbook.com/nxtbooks/leisure/Spirited_Virginia_Q4_2017
https://www.nxtbookmedia.com