# Heartthrob-Directed Bourbon Ads This Kentucky Bourbon Brand's Ad Was Led by Matthew McConaughey By Riley von Niessen | Published 2016-09-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/bourbon-brand References: [adweek](http://www.adweek.com/adfreak/heres-first-commercial-matthew-mcconaughey-has-directed-wild-turkey-173336) & [youtube](https://www.youtube.com/watch?v=qf7JUaYAHE8) Wild Turkey, a bourbon brand that's proudly based in Kentucky, followed up a series of promotional spots that review its history with one that was formulated by Matthew McConaughey himself, who took on the role of [creative director](https://www.trendhunter.com/trends/aviation-gin-commercial). Dubbed 'The Journey Begins,' the commercial begins with a bar scene, which shows the bourbon brand's product being slowly poured over ice. Quickly, the energy picks up and the waitress who ordered the drink takes it out onto the dance floor. She walks across the bar, passing people vivaciously dancing to [live jazz music](https://www.trendhunter.com/trends/obsessed-with-taste) and ends up outside. Once there, she comes across a suave Matthew McConaughey, who happens to be playing a piano against a sunset, who eagerly takes the glass of Wild Turkey when it arrives. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 5% | Activity: 14% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Celebrity-endorsed Advertising:** An opportunity exists for brands to capitalize on famous people's influence and creativity by hiring them as creative or art directors for ad campaigns. - **Product Placement:** Product placement in movies and TV shows could be a powerful way to increase brand recognition and reach a wider audience. - **Nostalgic Advertising:** Brands could consider exploring their rich histories and using nostalgic ads to appeal to consumers' emotions and sense of tradition. ### Industries Being Reshaped - **Alcohol and Spirits:** Alcohol and spirits brands could benefit from hiring celebrity creative directors to infuse their products with fresh, unique perspectives. - **Entertainment:** Movie and TV production houses could boost revenue through product placement deals with brands, especially those that are willing to pay for creative input as well. - **Fashion and Apparel:** Fashion brands could use nostalgia as a theme in their ad campaigns, leveraging their rich history and cultural significance to evoke positive feelings in consumers. ## Related on Trend Hunter - [Next-Gen Bourbon Campaigns](https://www.trendhunter.com/trends/worth-the-envy.md) - [Fight-Themed Whiskey Campaigns](https://www.trendhunter.com/trends/bear-fight-whiskey-ad.md) - [Excellence-Focused Bourbon Campaigns](https://www.trendhunter.com/trends/perfectly-unreasonable.md) - [Status Quo Defying Campaigns](https://www.trendhunter.com/trends/made-to-be-still.md) - [Career-Celebrating Limited-Edition Bourbons](https://www.trendhunter.com/trends/jimmy-russell.md) - [Collaboration Bourbon Releases](https://www.trendhunter.com/trends/wild-turkey-masters-keep-voyage.md) - [Perception-Redefining Brand Campaigns](https://www.trendhunter.com/trends/made-for-more-campaign.md) - [Curious Whiskey Campaigns](https://www.trendhunter.com/trends/dont-mention-it.md) - [Art-Inspired Whisky Events](https://www.trendhunter.com/trends/bulleit-frontier-whiskey-partners.md)