Southern Comfort Keeps Getting Comfortable

Southern Comfort launches the next chapter of the “Whatever’s Comfortable” campaign with a new television spot entitled “Shampoo” hitting airwaves June 10.

 

The new spot boldly embodies the “Whatever’s Comfortable” attitude and is a continuation of the campaign launched in August, 2012 with the award winning “Beach,” which featured a majestic man owning his self comfortableness as he casually walks down the beach.

“We want to champion consumers to ‘be their awesome selves’ and that attitude comes out through this work,” said Mark Bacon, SVP, Managing Director, Southern Comfort. “We’re comfortable being Southern Comfort and we want our consumers to embody that same attitude about themselves.”

 

The integrated marketing campaign was created by Wieden+Kennedy New York. It includes national television, digital activation, outdoor placements as well as on and off premise account activation.

 

Additional television spots in the campaign focused on the Southern Comfort Lime and Southern Comfort Bold Black Cherry flavored products will be introduced later this summer. 

CLIENT:    Southern Comfort
PROJECT NAME: Southern Comfort Brand 2013
SYNOPSIS OF SPOT: The salon is not for everybody. He’s not everybody.
FORMAT    TV
CLIENT CONTACT:    Mark Bacon, Lena DerOhannessian, Claire Westlake
LAUNCH DATE    6/10/13
DURATION OF CAMPAIGN    

W+K NEW YORK
Executive Creative Directors: Scott Vitrone and Ian Reichenthal
Creative Director: Jimm Lasser
Creatives: Nick Kaplan and Jeff Dryer
Producer: Orlee Tatarka
Head of Business Affairs: Sara Jagielski
Head of Content Production: Lora Schulson
Account Team: Toby Hussey, Molly Friedman
Digital Strategist: Marshall Ball
Strategic Planner: Ben Alter

PRODUCTION
Production Company: Biscuit Filmworks LA
Director: Tim Godsall
Executive Producer: Holly Vega
Line Producer: Rick Jarjoura
Director of Photography: Darko Suvak

EDITORIAL 
Editorial Company: Mackenzie Cutler
Editor: Gavin Cutler
Assistant Editor: Ryan Steele
Post Executive Producer: Sasha Hirschfeld

VFX
VFX Company: The Mill
Head of Production: Sean Costelloe
Senior Producer: Charlotte Arnold
Producer: Orlaith Finucane
Lead Flame Artist/Creative Director: Jade Kim
Nuke Compositors: John Mangia, Sabrina Tenore
CG Artist: Emily Meger, Laurent Giaume, Ari Hwang
VFX Supervisor:    Peter Smith, Peter McAuley

MUSIC + SOUND DESIGN
Song: The Beat
Artist: Lou Johnson
Music Supervisor: Andrew Charles Kahn
Music Supervision Company: Good Ear Music Supervision

MIX
Mix Company: Sonic Union
Mixer: Steve Rosen

PRINT + OOH + POS + DIGITAL    

CLIENT: Southern Comfort
PROJECT NAME: Southern Comfort Brand “Whatever’s Comfortable” campaign 
BRIEF    Powerful gestures. Our thought: say less, and be more. We are comfortable in saying two words, because they make up one giant attitude.

FORMAT    OOH, POS, Print & Digital
CLIENT CONTACT    Mark Bacon, Lena DerOhannessian & Claire Westlake
LAUNCH DATE    6/10

W+K NEW YORK 
Executive Creative Directors: Scott Vitrone and Ian Reichenthal
Creative Directors: Jimm Lasser
Copywriter: Dave Canning
Art Director: Cyrus Coulter
Account Team: Toby Hussey, Molly Friedman 
Project Manager: Yann Samuels
Art Buyer: Molly Dowd
Photographer: Dylan Coulter
Digital Strategist: Marshall Ball
Brand Strategist: Ben Alter

RE-TOUCHING AGENCY
Agency: Portus Imaging
Re-toucher: Carolyn Winslow