If anyone can help make "ShottaSoCo" a word people actually say at bars, it's Danny McBride. Or rather, a flying version of Danny McBride who repeats the word endlessly, over a pulsating beat, while circling the globe—birdlike in a custom-made wing-tux—in Wieden + Kennedy's amusingly ludicrous new music video for Southern Comfort.
The video, which combines real-life McBride with the Taiwanese animation that the brand has been into lately, was directed by Jody Hill—who of course previously teamed up with McBride on HBO's Eastbound & Down. And it turns out McBride is an authentic brand ambassador. "I'm a huge fan of Southern Comfort! It's been my go-to for years," the actor says in a statement.
In the video, he takes a rather circuitous route to meeting a lady friend at the bar, cruising at 35,000 feet as he barks "ShottaSoCo" at the empty void below—eventually drawing the attention of President Obama, whose security team has apparently spotted McBride on the radar. But rather than being a security threat, Danny is apparently just excuse for everyone, including the commander in chief, to party.
The whole thing is part of Southern Comfort's ongoing efforts to burn the word "ShottaSoCo" into your brain. The brand hopes it will become a commonly used shorthand way of ordering a "shot of Southern Comfort" at bars. And this new song, recorded by the Detroit Grand Pubahs, should help in that regard.
"The idea was to spread a word: 'ShottaSoCo.' Make that word catchy and hopefully get it stuck in your head. It was designed to be a multi-use phrase, including a great song that people actually might get some enjoyment out of," says Jimm Lasser, creative director at W+K New York. "Music is an awesome way to do messaging. It is something that can move with people, rather than the type of engagement that requires you to go to a screen."
"Danny McBride is truly the perfect ambassador for us," adds Lisa Hunter, brand director for Southern Comfort. "He genuinely loves Southern Comfort, and his personality perfectly aligns with our everyday mantra, 'Whatever's Comfortable.' We know there's no one better to pioneer the ShottaSoCo movement."
The single is available on Spotify,Vevo and in bars, starting today.
See more short clips featuring McBride below.
CREDITS
Client: Southern Comfort
Agency: Wieden + Kennedy, New York
Executive Creative Directors: David Kolbusz and Jaime Robinson
Creative Directors: Jimm Lasser and Caleb Jensen
Copywriter: Luke Sacherman
Art Director: Rick Jacques
Associate Producer: Lisa Delonay
Senior Producer: Alison Hill
Account Team: Brandon Pracht, Toby Hussey, Katie Hoak & Kerry O'Connell
Project Manager: Cory Chonko
Digital Strategist: Tom Gibby
Head of Production: Nick Setounski
Photographer: Rick Jacques
Art Producer: Ali Berk
Business Affairs: Justine Lowe, Sara Jagielski
Production Company: Caviar
Director: Jody Hill
Executive Producer: Michael Sagol and Kim Dellara
Line Producer: Luke Thomlinson-Clark
Director of Photography: Kenneth Seng
Editorial Company: Arcade Edit
Editor: Geoff Hounsell
Post Producer: Fanny Cruz
Post Executive Producer: Sila Soyer and Nicole Visram
Editorial Assistant: Samuel Barden
Animation Company: Next Media Animation
Producers: Eric Chang and Jessica Wu
VFX Company: Timber
Managing Partner/EP: Damian Stevens
CDs / Partners: Jonah Hall and Kevin Lau
Executive Producer: Chris Webb
VFX Lead Flame: Brian Shneider
Digital Effects Supervisors: Nick Hiegel
Nuke Compositor: Rachel Dunn, Daniel Raschko, Joe Zaki, Robert Williams, Eddie Martinez & Aaron Singer
AE Artist: Michael Loney
Flame Assist: Jason Giamarra, Brandon Harden & Jeff Schulman
Producer: Lauren Loftus & Tita Poe
Mix Company: Sonic Union
Mixer: Steve Rosen
Sound Designer: Steve Rosen
Song: "SHOTTASoCo"
Artist: Detroit Grand Pubahs
Title Design
Partner Company: Joint
Senior Producer: Michelle Carman
Designer: Dustin Bailey
BTS Editorial Co.
Partner Company: Joint
Senior Producer: Michelle Carman
Assistant Editor: Stephen Nelson
Assistant Editor: JB Jacobs
Motion Graphics Director : Yui Uchida