Longbranch Unveils Ad Campaign Starring Matthew McConaughey
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Longbranch Bourbon Goes Global With Ad Campaign Starring Matthew McConaughey


Wild Turkey’s Longbranch Bourbon has unveiled a second chapter in its “Wonder What If” global advertising campaign, starring Matthew McConaughey. (Photo: Longbranch)

Longbranch, the bourbon brand co-created by actor Matthew McConaughey and Wild Turkey, on Tuesday announced the second chapter in the brand’s “Wonder What If” advertising campaign, conceptualized by and starring McConaughey.

The campaign features 11 ad spots, ranging between seven and 47 seconds, all of which were shot in a single day on a ranch just outside of McConaughey’s native Austin, Texas. McConaughey is the only character and speaks in each spot.

According to a news release, the spots are meant to give viewers a close look into the intricacies of McConaughey’s mind.

“Is he talking to himself? To the universe? The journey is part reality, part subconscious, peppered with thoughtful musings,” Director Miller Mobley said. “Matthew is known for his curious nature, and we wanted to lean into that in an irreverent, but pure way. We wanted the location to feel like it was a place he might visit often, his own little clubhouse of sorts, to go have a think and a drink of ‘his favorite bourbon on the planet'”.

Launching this month, the campaign will run on digital and social media channels in the U.S. and in select global markets. Longbranch also will run the spots on the brand’s Instagram, @Longbranchbourbon. The first two already have appeared on Instagram:

In August, Wild Turkey debuted an ad starring McConaughey that served as a tribute to Wild Turkey’s master distiller, Jimmy Russell.

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David Morrow is the managing editor of Whiskey Raiders and has been with the company since September 2021. David has worked in journalism since 2015 and has had bylines at Sports Illustrated, Def Pen, the Des Moines Register and the Quad City Times. David holds a Bachelor of Arts in Communication from Saint Louis University and a Master of Science in Journalism from Northwestern University's Medill School of Journalism. When he’s not tasting the newest exciting whiskey releases, David enjoys spending time with his wife and dog, watching sports and traveling.