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Southern Comfort: Beach

The "Whatever's Comfortable" campaign, much like the Southern Comfort brand, was created to celebrate and inspire the awesome attitude of people who are completely comfortable with themselves. In "Beach", we are captivated by a man who owns his self-comfortableness so completely as he walks casually down the beach. This guy is owning it.

Advertising Agency: Wieden + Kennedy, New York, USA
Executive Creative Directors / Creative Directors: Ian Reichenthal, Scott Vitrone
Copywriter: Nick Kaplan
Art Director: Jeff Dryer
Agency Producers: Lora Schulson, Alison Hill
Account Supervisor: Karla Stewart
Producer: Holly Vega
Director: Tim Godsall
Editor: Gavin Cutler
Post Production: Sasha Hirschfeld
Music: Odetta / Hit Or Miss
Planners: Stuart Smith, Marshall Ball, Ben Alter
Director Of Photography: Edu Grau
Editing Company: Mackenzie Cutler
Director of Business Affairs: Sara Jagielski
Managing Director: Shawn Lacy
Line Producer: Rick Jarjoura
Director of Photography: Edu Grau
Editorial Assistant: Ryan Steele

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19 comments

kleenex's picture
kleenex
27802 pencils

ehhh nothing special.

certaintly's picture
certaintly
4060 pencils

wow. i love it.
instant classic.
speaks perfectly to the target.
so simple, great tone, great feel, great vibe.

talkingisfree's picture
talkingisfree
2576 pencils

This was the best film of the year, for me.

CrackerJackWorks's picture
CrackerJackWorks
11104 pencils

smooth delivery

CommandZ's picture
CommandZ
2472 pencils

Just the right amount of cheese tone. Other than the glaring continuity problem at :36 this is priceless.

certaintly's picture
certaintly
4060 pencils

are you referring to his macho, yet subtle swag lean when the attractive girl passed by?

cus that was intended:
a southern comfort man doesnt gawk at or rubberneck you as you pass by.
he doesnt sit open-mouthed, salivating like a desperate dog
he doesnt whistle or jeer
he doesnt break his stride
he tilts his shoulder as he saunters along.

CommandZ's picture
CommandZ
2472 pencils

No I meant where you don't see the girl and her friends in the reverse angle shot that follows that.

certaintly's picture
certaintly
4060 pencils

oh. haha i wrote all that for nothing.

and wow, i cant believe i didnt notice that (even after you said it).

CommandZ's picture
CommandZ
2472 pencils

Well if it's any consolation what you wrote was damn funny. Well done mate!

certaintly's picture
certaintly
4060 pencils

thx : ]

ewargod's picture
ewargod
20 pencils

You must be the planner.

Always outnumbered. Never outgunned.

certaintly's picture
certaintly
4060 pencils

lol, im just a student

ArtVader's picture
ArtVader
34 pencils

That Swag lean did it for me. Love it!

morse's picture
morse
15826 pencils

Not quite sure what's going on here...

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

aurescu's picture
aurescu
8 pencils

great ad
great copywriting
focused directly on feeling, product, target.

umbcisk's picture
umbcisk
54 pencils

cool one, love it!

fourwd87's picture
fourwd87
148 pencils

cannot get it. is there american cultural something to understand? or just mood, that's it?

life is either, a daring adventure or nothing

Spoonfeederxxx11's picture
Spoonfeederxxx11
186 pencils

Ok...
A Cannes?
That was rubbish...
I get the target audience thing and I get the attitude, but where is the idea...
The execution is the only thing that carries this commercial, that's all...
Do me a print advert and an online platform and re-enter it into Cannes and let see what the judges say then?
Rubbish!!!

zildo's picture
zildo
105 pencils

nice

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