Everyone knows Matthew McConaughey as a quirky Texan actor, but now he’s taking on a brand new role in the spirits industry. And he’s more than just another pretty face with a booze endorsement: The Academy Award winner appeared in a new short film for Wild Turkey this week, announcing his new position as the brand’s creative director.
In the video, McConaughey gives a detailed background on the bourbon brand, introducing viewers to the Russell family, who have served as the company’s master distillers for more than 62 years. McConaughey also goes into more depth on his new role, explaining that the brand first approached him a few years back, offering him the chance to become its celebrity brand ambassador.
Wanting to be more than just a spokesmodel, McConaughey brokered a deal to become the creative director and help tell the brand’s story through writing, directing and starring in its advertisements.
This project will mark the actor’s directorial debut, but he already knows a thing or two about marketing. Back in college, the actor interned with an Austin creative agency and worked on a “Don’t Mess with Texas” commercial. Since then, he’s appeared in a handful of now-infamous Lincoln ads. Repping another famous American brand was the obvious next step.
“When making a movie, you have two hours to tell a story,” said McConaughey says. “Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire U.S. industry: bourbon. It will be a very interesting and fun challenge.”
Along with directing advertisements, the actor has also been helping to record music for the upcoming campaign, which will be released next month. No confirmation yet on whether any bongo playing will be involved.
A future McConaughey-branded bourbon may be in the cards as well. When asked about the possibility, the actor told The New York Times that kind of partnership could be “fun and wild.”
We’re excited to see what the eccentric actor has in store, but let’s just hope his ideas fare better than Wild Turkey’s previous ads.
McConaughey joins a long list of celebrity booze partnerships. Read more about others below: