Southern Comfort launches third spot ‘Karate’ in Whatever’s Comfortable campaign via W+K NY

Southern Comfort has launched ‘Karate’, a new television spot via agency Wieden+Kennedy New York.

This is the third spot in the ‘Whatever’s Comfortable’ campaign, which launches in Australia on TV this week and will be rolling out globally over the next few months.

VIEW THE SPOT

For the Whatever’s Comfortable campaign, the agency was casting for people that naturally embody the Whatever’s Comfortable attitude. The first character in the launch spot (“Beach“) was an example of that. The next character getting his hair washed in “Shampoo” is also an example of that, which is further revealed in “Karate”. The actor was chosen for the role after the creatives at W+K saw his casting tape during the casting process for “Shampoo”, in which it was clear that he is all about the Whatever’s Comfortable attitude.

Based on that casting tape (in which he did karate*) the director (Tim Godsall, who has directed all the broadcast creative in this campaign to date) and the W+K creative team wrote a second script based on who he naturally was. The song featured is called “I’m a Fool to Care” by Les Paul & Mary Ford.

Client: Southern Comfort

Mixer: Steve Rosen