Southern Comfort reckons y'all should do whatever's comfortable, which includes strutting along the beach in leather shoes. The most interesting man in the world has a wingman, who he never needs to call upon, which is why we find him here, on the beach. In leather shoes. Did I mention he's wearing shoes? It's so he won't burn his feet while strutting, see.

Dude is not a follower. Dude's the dude.

Music: Odetta "Hit or Miss" Client: Southern Comfort, Brown-Forman Agency: Wieden + Kennedy, New York Executive Creative Directors: Scott Vitrone + Ian Reichenthal Creative Directors: Scott Vitrone + Ian Reichenthal Copywriter: Nick Kaplan Art Director: Jeff Dryer Head of Content Production: Lora Schulson Producer: Alison Hill Head of Brand Strategy: Stuart Smith Digital Strategist: Marshall Ball Brand Strategist: Ben Alter Account Team: Karla Stewart Director of Business Affairs: Sara Jagielski Production Company: Biscuit FIlmworks Director: Tim Godsall Executive Producer: Holly Vega Managing Director: Shawn Lacy Line Producer: Rick Jarjoura Director of Photography: Edu Grau Editorial Company: Mackenzie Cutler Editor: Gavin Cutler Post Producer: Sasha Hirschfeld Editorial Assistant: Ryan Steele VFX Company: Suspect VFX Executive Creative Diretor: Tim Crean VFX Supervisors: John Geehreng VFX Flame Artists: John Geehreng VFX CG Artists: Cedrick Gousse Producer: Tsiliana Jolson Telecine Company: CO3 Colorist: Tim Masick Mix Company: Heard City Mixer: Phil Loeb Sound Designer: Phil Loeb / Sam Shaffer Executive Producer: Gloria Pitagorsky Music Supervision Company: Good Ear Music Supervision Music Supervisor: Andrew Charles Kahn

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (71)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Fucking great. If you don't identify with this you are simply not the target audience / customer. Just fucking great.

    Aug 11, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    f'ling love it ... the Dude's the dude.

    Aug 13, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    +1 .. to the soul.

    Aug 13, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    hell, i'm heading out for some southern comfort right about now ..

    Aug 13, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I think it is pure genius, and I think it will drive cases and bar calls alike. On a branding level, they have perfectly tapped a consumer insight precious to the 20-something male – the high praise bestowed upon friends, acquaintances, or noteworthy strangers: “He just doesn’t *give* a F*%&!”. The character is perfect 70′s style cheese and inarguably masculine (nails the cocoa-buttered beach images of my youth in L.A.). And LOVE the Hyman Roth/Lee Strasburg lookalike cameo in the sand!

    It reminds me of The Most Interesting Man in the World (Dos Equis) and Damn Right Your Dad Drank It (Canadian Club) with a little Instagram-film style.

    In addition to branding, some serious conversion work is going on here too. It’s a hot beach scene, so they are establishing summer refreshment & driving occasionality. It’s a lowball rocks serve, offering masculinity and full whiskey cred to a liqueur. And, there is something about the music and walking the beach with proper glassware that gets me to both on- and off-premise.

    Proof that awesomeness can sell cases.

    Aug 13, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Awesome wardrobe, awesome ad!!!

    Aug 16, 2012
  • kidsleepy's picture
    kidsleepy

    I wonder if we'll get a quote from someone other than the person or people who worked on the campaign...

    Aug 19, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Well played, Nick Kaplan. Well played.

    Aug 21, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    umm, I wrote the long quote above, and I work for another agency. That was pure envy, not self-promotion!

    Aug 24, 2012
  • Dabitch's picture
    Dabitch

    We should totally have an award show that awards stuff on their "I wish I had done that" factor.

    Aug 25, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Love this commercial!! Where is this beach?

    Aug 27, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    +1 ... genius to the every detail. Thank you Southern Comfort .. and the artists that put it together.

    "On the rocks, please ..."

    Aug 28, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I have never drunk Southern Comfort but gotta get some TODAY because I regularly fly my freak flag, just like The Dude has in his glass!

    Aug 30, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Love this one. He is so sexy.

    Sep 05, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Fabulous. Very sexy.

    Sep 05, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Casteldefells, Spain - just south of Barcelona.

    Sep 06, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Great ad but I have some criticisms.

    1.)Everybody and their brother gets mentioned in the credits........ except for the main actor! WTF? Anyone know who he is?

    2.)there is a major continuity error at ~1:02 mark.

    Sep 07, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I don't drink at all, and I never go to bars,etc..but I love this commercial. I don't know why..just do!

    Sep 07, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    This ad is quite possibly the most disgusting ad I have ever seen. To see a company go this low is sad.

    All those "positive" comments are fake.

    If there is a market that likes this, keep those kind of people away from my family.

    Just terrible.

    Yes, you are getting exposure but compare it to a quality company.

    Sep 13, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    terrible low class comment. Is that the best you have to offer ?
    Sad.

    Sep 13, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I love this guy...love the commercial and who ever doesn't get it is pretty damned stupid. It is hilarious and real! Comments are real too.

    Sep 16, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I am not in advertising, and I don't drink much. But as a man of a certain age, the ad seems brilliant! Caught my attention, without a doubt!

    Sep 17, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Reminiscent of a scene from a bad ass Taratino flick.
    I've never seen a commercial that says so much, with so little and one in which the viewer can project so much onto the character. The fact is we all know this guy, and we sometimes envy him. He lives an unencumbered lifestyle, drives a '67 Buick Rivera, and still listens to a reel to reel tape player in his apartment. He's get's along with all three ex-wives and he's perfectly fine eating dinner and going to a movie alone. Every Sunday he actually visits his sainted mother, who just adores Brandi, his long-term on again/off again girlfriend. He ocassionally plays the horses and get's together with guys from the precinct for some Texas Hold'em. Would love to see this made into a movie!

    Also loved the strutting shoulder salute to the ladies.

    Sep 18, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Bet he drives a '73 Buick Riviera!

    Sep 18, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I'm with you, I LOVE everything about this commercial & I don't drink either.
    Kramer/TX.

    Sep 24, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    The commercial is awesome

    Oct 03, 2012
  • Dabitch's picture
    Dabitch

    Wildfire viral from 2011 by the way.

    Oct 04, 2012
  • Gentleman John's picture
    Gentleman John (not verified)

    This guy is so sexy, about time real men took over!.

    Nov 01, 2012
  • monkey breath's picture
    monkey breath (not verified)

    this guy just looks like a fucking fat prick

    Nov 13, 2012
  • Jacks n five's picture
    Jacks n five (not verified)

    Just wondering how many the ad team had in them prior to hitting on this.....thinking not from this planet!......genius

    Nov 21, 2012
  • Ali Mac's picture
    Ali Mac (not verified)

    Any idea who the actor is? People saying it's Mike from the Cuban Brothers but I'm pretty sure it's not...

    Nov 23, 2012
  • Dabitch's picture
    Dabitch

    This thread is still going. Yowza.

    Nov 25, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    This is simply THE BEST commercial I've ever seen.

    Nov 25, 2012
  • Karmapolice's picture
    Karmapolice (not verified)

    Of course the comments aren't fake, you dumb b_tch! You are also in a educationally deprived, hick minority of about 4 other sad morons. Check out intelligent opinion on this ad anywhere it appears.

    Nov 26, 2012
  • Dabitch's picture
    Dabitch

    Yo Karmapolice, as a lady (and as one that can see both your IP and email and found your Linkedinprofile, girlfriend), I ask you to please fucking refrain from calling people bitches on this site, vowels or not. Disagree all you want, but since you are disagreeing with AnonymousCoward #19, direct your comment at that person, and elevate the discourse to at least to the level one-step above pub-brawl in Shoreditch. When you disagree with a co-worker, I'm sure you don't immediately retort to calling them a hick minority. It's not just low class, it's lazy.

    Nov 26, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    @#24 "Strutting shoulder salute to the ladies" yeah man. The dude is the dude. And his three ex wives are all bubbly ladies.

    @Karmapolice What crawled up your ass?

    Nov 26, 2012
  • Dabitch's picture
    Dabitch

    You with the three wives theories, does he have any kids and more importantly can they strut?

    Nov 26, 2012
  • rosalindaursery's picture
    rosalindaursery (not verified)

    Awesome blog and really an informative. Thanks for sharing a lovely blog

    Nov 29, 2012
  • kidsleepy's picture
    kidsleepy

    Why thanks. It was also an informative spam link, at the end of your comment, but we had to delete that.

    Nov 30, 2012
  • IR273's picture
    IR273 (not verified)

    How utterly pathetic are you? Why is it disgusting? Because the guy is comfortable enough in his own skin to star in an advert? Personally its people like you who disgust me with your total belief that you are "better" than another human being, my guess is your family's probably as f***ed up as you are yourself and not one f*** would be given if you all vanished of the face of the earth right this instant. As for the advert well its always nice to see someone who has'nt been airbrushed away to nothingness (Probably what your used to seeing in your "vogue" or whatever other presumptuous crap you read). Utterly pathetic.

    Dec 04, 2012
  • Jimmy Faz's picture
    Jimmy Faz (not verified)

    Good ad but I am a beer man myself

    Dec 07, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    As a 30something male I feel that I'm probably part of the target audience, but all I see is "if you want to be an obese and slightly slimy old man drink Southern Comfort". Not really that enticing.

    Dec 09, 2012
  • kidsleepy's picture
    kidsleepy

    it's only enticing if you like irony with your drink.

    Dec 09, 2012
  • Anonymous beer bellied Coward's picture
    Anonymous beer ... (not verified)

    I wish I was this man,
    and I'm now proud of my beer belly

    Dec 09, 2012
  • Morloch's picture
    Morloch (not verified)

    Classic ad, beautifully shot and directed
    Really repositioned Southern Comfort for me away from sticky Americana to independent-minded anysomething male.
    Maybe it doesn't appeal to many twenty somethings, but there are millions for whom this is on the nail.
    I can see women appreciating the irony and beauty of it too, just in a different way.
    Good and brave call Mr/Ms brand manager.

    Dec 10, 2012
  • Tom Kenny's picture
    Tom Kenny (not verified)

    I don't work in advertising, but I liked this ad so much that I wanted to find out more about it and Google brought me here.

    Southern Comfort used to be a drink that lad-ettes mixed with lemonade. Now apparently it's for me. This ad brought joy to my day, and in return I shall be buying a bottle at the earliest opportunity.

    I've no idea what it tastes like. If I like it I'll probably buy more; if not I won't. Great ad!

    Dec 11, 2012
  • Ageing Southern comfort Laddette's picture
    Ageing Southern... (not verified)

    Excellent ad..On so many levels.... Not everyone's cup of tea...but nothing ever is..! IMO If you take offence in it I think you are probably missing the point and taking it too seriously.

    This Man...so proud and comfy in his 'paddling shoes, pot belly, big knickers and 70's throwback hair'..! Love him or loathe him He and Southern Comfort has brought us ALL HERE..!
    I am here because I wanted to know the name of the Dude...I've already downloaded the song...I love Soul music..Otis Redding Etta James etc..
    This is a bit of tongue-in-cheek, funky fun.. I love it... And I haven't had a Southern Comfort for years but I might just have one over Christmas and bring back some fond fun memories..... I used to go out drinking Southern Comfort ...not because it was cool...(was it..?) but because it was sweet and I have a sweet tooth..! Drinking beer/lager makes some (ahem) women bilious and prone to excess visits to the bathroom...! It did get a bit sickly after a couple though...which is good because I'd alternate and just order a diet cola. So I CAN remember so many funny nights out in my early to mid twenties..without getting sick or finding strange numbers in my pocket in the morning (drama student..so no mobile..giving my age away..!)
    So pat the person or person's on the back who came up with the simple idea..the probably 'statistically average' guy who isn't ashamed to strut on the beach even though he isn't a natural Adonis ...just because the fashion Media/society said he should be..!
    Hurrah still Nameless Dude....each to his own..and you OWN that beach..holding up a glass and toast..Cheers to you..!
    (I'd love to have a shot in advertising now..#inspired..!)

    Dec 13, 2012
  • Bertie Vogts's picture
    Bertie Vogts (not verified)

    Hi, my friend Pete was so inspired by this advert that he made us film him recreating it on a freezing cold football pitch in the North of England in December:

    http://www.youtube.com/watch?v=0LfE751K0Kg

    I hope you enjoy his efforts... All in the name of a good cause (and a bottle of Southern Comfort so he could warm up afterwards), the local Children's Hospital:

    http://www.justgiving.com/wildmanbudgiewalk

    Dec 13, 2012
  • kidsleepy's picture
    kidsleepy

    Nice to see someone taking a silly ad and doing good with it. Cheers, mate. Hope you raise a lot of dough for the kids.

    Dec 14, 2012
  • froggo's picture
    froggo (not verified)

    ... What a sad person you must be if you cannot appreciate the sheer class of this brilliant ad in all it's delightful aspects !!!

    The fact that you choose not to justify your remarks just goes to show the level of your ignorance and demonstrates your total lack of intelligence, I mean why bother to take the time to voice your views without justifying your criticism ?

    Personally I'd prefer to keep my distance from people like yourself and keep you and your family well away from my own !!

    Absolutely Brilliant ad, the best I've seen in a long long time.

    Dec 21, 2012
  • Dabitch's picture
    Dabitch

    @froggo who are you directing that comment to?

    Dec 21, 2012
  • Froggo's picture
    Froggo (not verified)

    .....Apologies for not being clearer in the direction of my comment which Is directed towards the negative comments left by Anonymous Coward on 13 September 2.53.

    Kind Regards

    Froggo.

    Dec 29, 2012
  • Binasafe's picture
    Binasafe (not verified)

    Southern comfort beach man is completely hot. I totally would. He looks great and if I hadn't have got utterly wankered on southern comfort 14 yrs ago I would be well up for some right about now

    Dec 31, 2012
  • Tom Kenny's picture
    Tom Kenny (not verified)

    Just picked up a bottle in my local co-op. I had thought it was a bourbon, but turns out it's a 35% liqueur.

    Liqueur? At the beach? There's "I don't give a fuck" and there's "I have no taste". Oh dear...

    : - (

    Jan 04, 2013
  • Dabitch's picture
    Dabitch

    The man is wearing leather shoes at the beach and teeny speedo-shorts. You were warned about the "no taste" thing.

    Jan 06, 2013
  • Baca's picture
    Baca (not verified)

    This ad is a rubbish. 'Very creative' but most probably will appeal to maybe 5 or 10 people and bring another disappointing decline in sales and share for the brand. It is just disgusting to watch it.

    Jan 31, 2013
  • MrKay_ok's picture
    MrKay_ok (not verified)

    The actor is not Mel Shampain .. compare the noses and the space between upper lip and nose ... Answer - it's not Mel Shampain

    The actor in this ad' gives an ora of, and looks like a Greek Cypriot God - Come and get me any time !! He's cool and i'd like to hear about all his stories in life.

    I'd really be interested to know who this actor is too - anyone brave enough to ask the Agency ?

    Most Fabulous and original ad', and I don't impress easily. Also while we're at it - can someone tell us who came up with the idea / concept ??

    B.r.b.... going to buy me a bottle :-)

    Feb 17, 2013
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Shot on the beaches of Casteldefells south of Barcelona, Spain by Biscuit Filmworks’ Tim Godsall for Wieden + Kennedy, New York.

    Apr 25, 2013
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    mel shampain is not his facebook photo...an inside joke of some sort for W K

    Jun 03, 2013
  • Mary's picture
    Mary (not verified)

    Impressive. Did your mom teach you all those big words?

    Jun 17, 2013
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Thank you.

    Jul 16, 2013
  • alexbrittain's picture
    alexbrittain (not verified)

    i just don't get it. I had to google it to make sure i wasn't missing something.

    Jul 24, 2013
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    +1 best advert I've watched for ages, if I hear the tune I actually run to my living room to watch.

    Aug 18, 2013
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    +1 best advert I've watched for ages, if I hear the tune I actually run to my living room to watch.

    Aug 18, 2013
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Ok maybe a little behind the times here, but this is an awesome advert - hits all the right notes- quality soundtrack, "joe average" main lead, unassuming product placement.... perfect. Everyone wants to be the "slightly overweight 70's dude" (read unassuming Everyman) strutting along the beach. No sex, no scantily clad women, no wild parties, just Joe Average walking along deciding to get a "short".... CLASS.

    Aug 28, 2013
  • kidsleepy's picture
    kidsleepy

    not sure i would call leaving a beach to walk off camera and coming back with a highball glass an "unassuming product placement."

    Aug 28, 2013
  • fairuse's picture
    fairuse

    How did I miss this great ad for a great brand? Disclaimer: I am an unabashed 100 proof Southern Comfort on the rocks drinker.

    When I am at-the-beach I am not that guy but my friend is that guy, sometimes. Since I am allergic to sunlight (read that as 2nd degree burns) you will see me in jeans, long sleeve shirt & boots holding a big-ass coffee cup full of 100 proof SC.

    Fun ad. cheers.

    Aug 28, 2013
  • ReverendEntity's picture
    ReverendEntity (not verified)

    How do they give all the production information and not list the name of the actor?

    Jun 09, 2014

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