Sunshine Sachs is handling Wild Turkey's unveiling of actor Matthew McConaughey as creative director of the bourbon brand.
McConaughey, who rose to pitchman prominence with a series of contemplative ads for Lincoln, will serve as "chief storyteller" for Wild Turkey as on-camera spokesman and director behind the scenes.
Sunshine Sachs is the entertainment-savvy PR firm of political and Hollywood PR consultant Ken Sunshine.
The Wild Turkey launch includes a YouTube spot of McConaughey visiting the brand's distillery in Kentucky. The actor will direct a series of ads and star in a print campaign, as well. “Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire U.S. industry, Bourbon," he said. "It will be a very interesting and fun challenge."
WT is owned by Gruppo Campari, part of Italy's Davide Campari-Milano S.p.A.
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