Southern Comfort continues its "Whatever's Comfortable" campaign with a spot created specifically for the U.K. market by agency Wieden & Kennedy New York. Since Summer in Britain is notoriously rainy, it's time to get a spray tan, and here we see three more guys who are "comfortable in their own skin" get the sun-kissed look in a salon.
Like previous ads such as Shampoo and Beach, the spot is a wonderful blend of seedy comedy and cool soundtrack ("All Gold Everything" by Soulja Boy). It ends with the three newly tanned dudes chillling with a Southern Comfort, and the line "Tan your lemonade." The spot, which will run online and in cinemas in the U.K. only, was directed by Biscuit Filmworks' Andreas Nilsson (the director behind Volvo's Epic Split).