The Right Kind of Advertising

mmMatthew McConaughey is smart, and so are the people at Wild Turkey, a Kentucky maker of bourbon. They approached the actor to be the celebrity spokesman for their product. You’ve seen it a million times before. But Matthew wanted more. He said that he wanted to dig in and get his hands in the clay of it all, to be a bigger part of the story and not just a character in it.

So now he’s their creative director. His first project? This six minute documentary. It starts out the way you’d expect, but I like just how quickly it goes into the details of the people behind the drink. It’s easy to forget that every product has a story, but that’s where McConaughey can prove his mettle. His job is to show us why this bourbon is what it’s meant to be.

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