Alright, Alright, Alrightttt

Yesterday, Wild Turkey announced their multi-year partnership with Matthew McConaughey, who has signed on as the bourbon brand’s new Creative Director. McConaughey will serve as talent both behind the camera and in front of it, beginning with multiple television and digital advertising campaigns he is directing, which will launch in September. Kicking off this partnership is a short film documenting his journey to the Wild Turkey distillery, where he sipped Kentucky bourbon whiskey with the Russell family.

Being a true Wild Turkey fan himself, McConaughey found his way to the distillery a few years back. Its location is located just 20-minutes from the University of Kentucky, the place where his parents first met. After meeting Jimmy and Eddie Russell, the Bourbon Hall of Fame father and son team, he was intrigued by the three-generation family behind America’s beloved Bourbon, and wanted know their untold story.

“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular,” said McConaughey. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”

I think this is a slick move for McConaughey, even though I’m sure he will still get a lot of flack after his Lincoln commercials, which were heavily parodied online. Watch the mini-documentary above and Tweet (@JoesDaily) me your thoughts on this new partnership.