In the previous spot, the pitchman was sipping a glass of Southern Comfort while getting a shampoo from a hairdresser. He is now wearing color foils while showing off his slow motion karate moves in the salon. He engages in one last kick, sits down under the hair dryer, snaps his hand over and a glass of Southern Comfort appears with the flying CG flag. The spot titled 'Karate', was not part of the original campaign, but the actor is a real life martial artist, so the team at W+K added this script whilst on set to take advantage of this.
The campaign is all about getting consumers to "be their awesome selves". The tagline 'Whatever's Comfortable' is rendered on a CG miniature epic red flag sitting in the man's drink, waving royally in the wind.
Jade Kim, 2D Lead Artist, said of working on the campaign - "It doesn't happen very often that you genuinely laugh every time you watch your work, from the day you conform to the moment you master. In each spot, we focused on making the flag look bold and iconic, but also within the soft and retro feeling of the film."
Agency: Wieden & Kennedy New York
Producer: Orlee Tatarka
Creative Director: Jimm Lasser
Creatives: Nick Kaplan, Jeff Dryer
Account Directors: Toby Hussey, Molly Friedman
ECD: Scott Vitrone, Ian Reichenthal Head of Production: Lora Schulson
Production Company: Biscuit Filmworks LA
Record Company: Sonic Union
Director: Tim Godsall
Executive Producer: Holly Vega
Producer: Rick Jarjoura
Director of Photography: Darko Suvak
Editing Company: Mackenzie Cutler
Editor: Gavin Cutler
Edit Assist: Ryan Steele
VFX & Design
VFX & Design: The Mill
Executive Producers: Sean Costelloe, Charlotte Arnold