June 2013

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

Comments (19)

Log in or register to post comments

Highest Rated

zildo's picture
Activity Score 122


kleenex's picture
Activity Score 44193

ehhh nothing special.

certaintly's picture
Activity Score 3994

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

talkingisfree's picture
Activity Score 2712

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

CrackerJackWorks's picture
Activity Score 18864

smooth delivery

CommandZ's picture
Activity Score 2498

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

certaintly's picture
Activity Score 3994

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
Activity Score 2498

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

certaintly's picture
Activity Score 3994

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
Activity Score 2498

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

certaintly's picture
Activity Score 3994

thx : ]

ewargod's picture
Activity Score 27

You must be the planner.

Always outnumbered. Never outgunned.

certaintly's picture
Activity Score 3994

lol, im just a student

ArtVader's picture
Activity Score 37

That Swag lean did it for me. Love it!

morse's picture
Activity Score 17397

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

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

aurescu's picture
Activity Score 8

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

umbcisk's picture
Activity Score 54

cool one, love it!

fourwd87's picture
Activity Score 148

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
Activity Score 184

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?

zildo's picture
Activity Score 122