Agency Network: 
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.

Film advertisement created by Wieden + Kennedy, United States for Southern Comfort, within the category: Alcoholic Drinks.

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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Highest Rated

CommandZ's picture

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

Activity Score 2515
Creative Director
kleenex's picture

ehhh nothing special.

Activity Score 58777
Web Designer/Developer
certaintly's picture

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

Activity Score 3984
talkingisfree's picture

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

Activity Score 2712
Art Director
CrackerJackFlash's picture

smooth delivery

Activity Score 19604
Creative Director at CrackerJackFlash |

CommandZ's picture

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

Activity Score 2515
Creative Director
certaintly's picture

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.

Activity Score 3984
CommandZ's picture

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

Activity Score 2515
Creative Director
certaintly's picture

oh. haha i wrote all that for nothing.

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

Activity Score 3984
CommandZ's picture

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

Activity Score 2515
Creative Director
certaintly's picture

thx : ]

Activity Score 3984
ewargod's picture

You must be the planner.

Activity Score 27
Creative Director at M Creative |

Always outnumbered. Never outgunned.

certaintly's picture

lol, im just a student

Activity Score 3984
ArtVader's picture

That Swag lean did it for me. Love it!

Activity Score 40
morse's picture

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

Activity Score 18159
Art Director |

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

aurescu's picture

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

Activity Score 8
umbcisk's picture

cool one, love it!

Activity Score 54
Graphic Designer at Malta
Spoonfeederxxx11's picture

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?

Activity Score 184
zildo's picture


Activity Score 122
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