New Surreal Theme Featured in Latest Southern Comfort Advert

Southern Comfort has revealed the latest promotion in their global 'Whatever's Comfortable' campaign.

Called 'Young Gun', the aim of the new creative by Wieden + Kennedy is to further break away from the "premiumisation" that the spirits category has become associated with in recent years.

While previous marketing highlighted the laid-back lifestyle elements of the brand, their new ad puts the spotlight on the drink itself, with a new twist to their theme of surreal situations.

In contrast to the earlier ads featuring a pot-bellied man in swimming trunks and a dancing Kung FU master, the new unveiling has as its' star a nerdy-looking bartender manning soda guns to create Southern Comfort chasers for a mass of drinkers. He does this skilfully while dancing to Phantom's "Love Me" track.

Marketing Manager for Southern Comfort UK, Gwen Risdale, commented: "We've cultivated a true appreciation for the brand by encouraging consumers to be exactly as they are, rather than pushing them to be something they are not."

She added: "Over the past two years we've seen fantastic results for 'Beach' and 'Shampoo' [adverts] in terms of brand development and audience engagement. It's vital that we build on the success of these campaigns and maintain the positive momentum. Traditional media provides us with mass reach and new social media platforms deliver strong engagement with millennials, a formula which we'll be using again in this campaign but with even more investment from a brand perspective."

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