Adverts,

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

Thursday, November 22, 2012 Craig Grobler 0 Comments

Southern Comfort Whatever's Comfortable BeachI t’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.

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 Guy Whatever's Comfortable Beach
Southern Comfort Guy Whatever's Comfortable Beach
Southern Comfort Guy Whatever's Comfortable Beach
Southern Comfort Guy 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.

    The Establishing Shot: Southern Comfort Whatever's Comfortable Beach Guy                


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

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