Matthew McConaughey champions ‘spirit, the spirit itself and the human spirit’

July 23, 2021
By Ioni Doherty

Wild Turkey has launched its new global creative campaign Trust Your Spirit, featuring the brand’s Creative Director and spokesperson, Matthew McConaughey. 

The campaign will launch in Australia via a series of TVCs, starting with two of the short films Jimmy’s Spirit – a 30 second tribute to to Master Distiller, Jimmy Little, and 15 second spot, The Stars. The spots are just two in a collection of eight short films shot on location in McConaughey’s hometown of Austin, Texas, paying homage to the spirit and home of Wild Turkey in Lawrenceburg, Kentucky through archived footage and state-of-the-art projection mapping. he soundtrack, Black Moon Rising, is by Austin musicians Black Pumas.

The global tagline Trust Your Spirit is a tribute to the Russell family, three generations of Wild Turkey master distillers responsible for crafting some of the world’s finest bourbon and spirits for over 100 years. 

Matthew McConaughey, Wild Turkey Creative Director said, “Trust Your Spirit delivers eight short films in various formats that we will air all over the globe. We explored three territories to passionately convey the brand’s championing spirit, the spirit itself, and the human spirit. 

“In all its forms and just like Wild Turkey, Trust Your Spirit is bold and unapologetically confident. This spirit of trust dates back for generations of the Russell family – world-renowned bourbon makers who toast those who also trust their spirit. We’re very proud of this campaign. It’s about celebrating that ethereal voice we all have inside. It’s life undiluted.”

Australia will be the first country worldwide to release the new creative and global platform. It also marks the first global communication since the previous Real Bourbon, No Apologies platformwhich served as an authentic brand tagline and enduring mantra. 

Paolo Marinoni, Marketing Director, Campari Australia and New Zealand said, “Wild Turkey has been made the same way for generations, with each bottle standing as a lasting reminder of the importance of staying true to yourself and seeking out moments in life that are rich and meaningful.

Trust Your Spirit marks a turning point for Wild Turkey. It delivers a unique and dynamic message, wholly authentic to the ethos and legacy of the brand. This platform illustrates Wild Turkey’s bold personality and point of view, while continuing to pay homage to its rich history and craft.”

The TVCs in prime time slots across the Nine and Ten Networks in Australia until November. You can also catch watch them here: Jimmy’s Spirit and The Stars.

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