And the Academy Award goes to actor Matthew McConaughey in the role of new creative director at Wild Turkey, for a “multi-year partnership”.

No we haven’t walked into an alternate universe. A declared Wild Turkey fan, McConaughey will be the brand’s chief storyteller both in front of, and behind, the camera. And to kick things off he is currently directing a series of television and digital adverts, to help “reintroduce” the world to Wild Turkey.

“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular,” said McConaughey. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”

He added: “When making a movie, you have two hours to tell a story. Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire U.S. industry, Bourbon.  It will be a very interesting and fun challenge.”

A short film detailing McConaughey’s time at the Wild Turkey distillery and with the brand’s father and son master distiller team, Jimmy and Eddie Russell, has been released, with further McConaughey commercials to follow.

Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey said: “It’s a new era for Wild Turkey. We’ve made a significant investment into the brand over the last several years, as we’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew McConaughey now on board, we believe we are ready to share that story with the entire world.”

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