A CG-ified Danny McBride, looking as if he stepped out of a "Grand Theft Auto" game or a Next Media animation from Taiwan, becomes a high-flying man of mystery in this bizarre music video for Southern Comfort, created out of Wieden & Kennedy, New York and directed by McBride's longtime collaborator, Jody Hill, who worked with the actor/comedian on "Eastbound & Down."
The music video depicts Mr. Bride as a suave, tuxedoed DJ who goes skydiving around the world in search of his SoCo fix before he starts his partying for real. It backs the track "SHOTTASoCo," which aims to drill into the heads of night owls that a shot of Southern Comfort is your route to kick off a raucous night on the town.
The single, performed by the Detroit Grand Pubahs, is also available today on Spotify and Vevo, as well as in bars near you, according to the agency.
"The idea was to spread a word: 'SHOTTASoCo,' make that word catchy and hopefully get it stuck in your head," said W&K N.Y. CD Jimm Lasser. "It was designed to be a multi-use phrase, including a great song that people actually might get some enjoyment out of. 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."
Indeed, some of the lyrics, repeated over and over and backed by a pumping electronic track are likely to leave an indelible imprint on your brain (for good or bad): "Nightclubbing. Before I hit the dance floor, I hit the bar. ShottaSoCo. Nightclubbing. Before I hit the dance floor, I hit the bar. ShottaSoCo."
Southern Comfort is encouraging fans to keep the conversation going via #SHOTTASoCo. Mr. McBride is also sharing thoughts on his love for SoCo in a series of YouTube videos.