Watch the coolest advert of 2012 - Southern Comfort Whatever's Comfortable Beach advert


Posted by Craig Grobler on Google+ On Thursday, November 22, 2012

Southern Comfort Whatever's Comfortable BeachIt’s not easy creating an advert that is stimulating and captures the imagination of your audience whilst raising their aspirational lifestyle hopes and selling them that sweet product that will get them there. As we live in a post modern world that has caught up and overtaken our shared vision of the future and we have seen everything at least once. So when I saw Southern Comfort’s Whatever's Comfortable Beach advert a couple of weeks ago in a cinema it stuck with me.

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I maintain that there are two types of creative genius those that look at all the same pieces we see on the table but puts them together in a completely unpredictable and unexpected way. The other type is the kind that sees all the same pieces as us and knows what is missing and how to add it to the construction.  Southern Comfort’s Whatever's Comfortable vision takes the existing pieces and presents them to us in a fresh vision that challenges us. It is the anti hero of adverts.

I was digging the dude’s beach swagger and his complete confidence whilst sticking out like a sore thumb. How could I not? He walks his own path and has an affinity for mob displeasing speedos. This dude pawns the pretensions of Pitt's Chanel No. 5 advert.

Southern Comfort Whatever's Comfortable Beach
Southern Comfort Whatever's Comfortable Beach
Southern Comfort Whatever's Comfortable Beach
Southern Comfort Whatever's Comfortable Beach
 But some visuals just don’t need commentary, you either get it or don't - I present the coolest advert you’ll see this year.






 Video: Southern Comfort | Beach | Whatever's Comfortable  

Who is this guy? An off duty French Police Lieutenant? A German Tourist? A truck driver? A professional Dutch Gambler? Retired Italian Gangster? Undercover cop? Ex Bull fighter? All of which would explain his swagger. Either way he breaks the mold and I'm hoping to see more of his bad ass mustache,  clog wearing, pot belly adventures.


Shot on the beaches of Casteldefells south of Barcelona, Spain by Biscuit FilmworksTim Godsall for Wieden + Kennedy, New York. Godsall taps into the confidence of feeling completely comfortable with yourself and turns it into a celebration, this is further enhanced by themes of self identity reinforced with civil activist and blues singer Odetta Holmes's Hit Or Miss. On his latest album Spirit in the Room Tom Jones covers Hit Or Miss

You can see the second advert in the Whatever's Comfortable series Patio over on Southern Comfort’s YouTube Channel here: http://www.youtube.com/watch?v=3qfBiz64Axs&feature=share&list=UL3qfBiz64Axs 

Odetta - Hit Or Miss Lyrics 
Can't you see
I gotta be me 
Ain't nobody 
Just like this 
I gotta be me 
Baby hit or miss 

Sitting here 
All by myself 
Trying to be 
 Everybody else 

Can't you see I gotta be me 
Ain't nobody just like this 
I gotta be me 
Baby hit or miss 

 Look at you sitting there
All by yourself
Listening to everybody
Everybody saying be everybody else 

Can't you see
You gotta be thee
Aint nobody 
Just like you 
You gotta be you 
Baby hit or miss 

Oh you see
I gotta be me 
Ain't nobody 
Just like this 
I gotta be me 
Baby hit or miss 

Sitting here 
I'm all by myself 
I'm trying to be 
 Everybody else 
But now I see 
I gotta be me 
Ain't nobody 
Just like this
I gotta be me 
Baby hit or miss 

Southern Comfort Whatever's Comfortable Beach 
Production Company: Biscuit Filmworks 
Director: Tim Godsall 

Agency Wieden + Kennedy, New York 
Executive Creative Director: Ian Reichenthal 
Creative Director: Scott Vitrone 
Art Director: Jeff Dryer 
Producer: Alison Hill 

 To see more of Tim Godsall’s adverts head over to: http://www.biscuitfilmworks.co.uk/tim-godsall.html 

The Establishing Shot: WATCH THE COOLEST ADVERT OF 2012 SOUTHERN COMFORT WHATEVER'S COMFORTABLE BEACH ADVERT

Wanna fight?
Craig is a retired superhero, an obsessive hobbyist, comics fan, gadget lover & flâneur who knows an unhealthy amount about Ian Fleming's James Bond.

When not watching or making films he takes pictures, eats, drinks, dives, tries to connect to nature whilst mentally storyboarding the greatest film ever made. He also  & sometimes utilises owl-themed gadgets to fight crime. 

A list of his 132 favourite films can be found hereIf you would still like to contact Craig please use any of the buttons below: 


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