"Beach" gives way to a non-descript beauty salon in Wieden & Kennedy New York's latest work for Southern Comfort. This time, "Whatever's Comfortable" focuses on the most relaxed man ever, who seems to be more comfortable than anyone has ever been in a wash-chair at a salon, getting his hair shampooed. The campaign seeks to celebrate people who have the confidence to just be themselves, and the spot launched this weekend.  Print elements feature hands holding glasses of SoCo in various ways.