Matthew McConaughey is stretching his creative wings by taking on the role of Creative Director for the Wild Turkey bourbon brand.
McConaughey didn’t want to go the traditional route of commercial celebrity endorsement for a major brand. Instead, he wanted to go deeper on the project by way of content creator, which encompasses the writing, acting, directing and producing aspects of the company and may include new future product creations.
Being appointed the brands official Creative Director, is an interesting evolution as to the new approach creatives in general are taking at different phases of their career.
From viewing the 6 minute short film documentary below, one previews a sense of the collaboration that is only just beginning to unfold. The idea is to provide an authentic story, rather than the traditional marketing view of shoving a product or service in front of a potential customer. It appears as though the bourbon team is in pursuit of a story that’s driven on a deeper level through genuine narrative.
- Check out the short film video
The idea of having your own personal brand is most suited for the role that McConaughey is taking on. The actor has an established personal brand and will be in the process of applying his own influence on the brand Wild Turkey with an authentic approach.
“They can smell it,” he said in an ominous tone. “Millennials, and I know this for a fact, can smell solicitation. And it’s a turnoff. The best ads are not solicitous.” said in a statement to The New York Times.
The point of view is a timely one. Today’s millennials don’t want brands pushed down their throats and will normally ignore such strategic attempts. When there is a story involved, there is an opportunity to gain real connection with a brand; there is a much more intriguing factor at play psychologically because you are dealing with a purer form of emotion that sticks with the person relating to the narrative. The narrative concept appears to be the approach Wild Turkey’s Creative Director is taking on.
Wild Turkey was first established in 1855. In 2009, Pernod Ricard, the French liquor company, agreed to sell Wild Turkey to Gruppo Campari of Italy for $575 million. Compari is looking to raise the perceived view of Wild Turkey to more than just a downscaled brand.