Wild Turkey today announced a multi-year partnership with Academy Award™-winning actor Matthew McConaughey, who has signed on as the brand’s new Creative Director. In this role, McConaughey has agreed to become the “chief storyteller” for Wild Turkey both behind the camera and in front of it. He is directing a series of television and digital advertising campaigns that will debut in September.
“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular,” said McConaughey. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”
A Wild Turkey fan, McConaughey first visited the lauded distillery a couple of years ago, which is only about a 20-minute drive from the University of Kentucky, the place where his parents first met. It was there at the distillery, high above the Kentucky River, that he was introduced to Jimmy and Eddie Russell, the Bourbon Hall of Fame father and son Master Distiller team who have worked at the Wild Turkey Distillery for 97 years collectively. The actor, whose intense and passionate portrayals can be seen in such work as “Dallas Buyers Club,” “Interstellar,” “True Detective,” and the recent “Free State of Jones,” was intrigued by the three-generation family behind the Bourbon and the untold story of a truly iconic American brand.
Wild Turkey’s new television advertising campaign will see McConaughey serving as a commercial creative director and behind-the-camera director for the first time in his illustrious career.
“When making a movie, you have two hours to tell a story,” remarked McConaughey. “Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire U.S. industry, Bourbon. It will be a very interesting and fun challenge.”
“I’ve spent more than 60 years doing what I love every single day. Everyone at Wild Turkey is passionate about making whiskey, and making it the right way, never wavering from what we thought was best,” said Wild Turkey Master Distiller Jimmy Russell. “As we introduce a new generation to Wild Turkey, it was important to me to find someone who shares our passion and understands what makes Wild Turkey special. After spending time with Matthew at the distillery, I was impressed by how much he knew about Wild Turkey and how interested he was in telling the world more about us. It is incredible to think that an Oscar winner would want to help tell Wild Turkey’s story, but like an extra scoop of ice cream on pecan pie, I will certainly take it.”
See the first video, below.