Southern Comfort Stays Comfortable with 'Karate'

Wieden+Kennedy New York has launched its latest spot for the Southern Comfort 'Whatever's Comfortable' campaign. Titled 'Karate', it is the campaign's third spot, and launched in Australia on TV this week and will be rolling out globally over the next few months. 

For the campaign, the agency is casting people that naturally embody the Whatever's Comfortable attitude. The character in launch spot, 'Beach', was an example of that. The next character - a man getting his hair gently washed in 'Shampoo' - is also a great example of that. This ethos is further lamented in 'Karate'. 

 

The actor was chosen for the role after the creatives at Wieden+Kennedy saw his casting tape during the casting process for 'Shampoo', in which he did karate - he clearly embodied the Whatever's Comfortable attitude. Wieden+Kennedy creatives and director Tim Godsall, who has directed all broadcast creative for the campaign, quickly got to work writing a second script to fit who he naturally was. The song featured is called 'I'm a Fool to Care' by Les Paul & Mary Ford.

There is set to be more creative coming in 2013 celebrating the Whatever's Comfortable attitude.

Credits

CLIENT                Southern Comfort

Agency: 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
Strategic Planner    Ben Alter
Digital Strategist    Marshall Ball

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
VFX Head of Production    Sean Costelloe
VFX Producer    Orlaith Finucane
Lead Flame Artist    Jade Kim
VFX Supervisor    Peter Smith, Peter McAuley

MUSIC + SOUND DESIGN
Song    “I’m a Fool to Care”
Artist    Les Paul & Mary Ford
Music Supervisor    Andrew Charles Kahn
Music Supervision Company    Good Ear Music Supervision

MIX
Mix Company    Sonic Union
Mixer    Steve Rosen