The legendary bourbon brand, Wild Turkey, announced that Matthew McConaughey will be the brand’s new creative director effective immediately. McConaughey will exist as the bourbon’s vision behind and in front of the camera. The actor will direct and star in a triple-threat global campaign including television, print, and digital slated to be released this fall. McConaughey said in a statement “when making a movie, you have two hours to tell a story. Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shaped an entire U.S. industry – bourbon”. On the day of the big announcement, Wild Turkey also debuted a video that showed the Texas-born actor visiting the Kentucky distillery. Giving celebrities marketing titles has been a popular strategy for brands in recent years. For example, Bacardi Limited named music producer Swizz Beatz as its ‘global chief creative for culture” and Jim Bean (one of Wild Turkey’s competitors) has actress Mila Kunis as its face of marketing. Wild Turkey is the fifth-largest bourbon label in the U.S with sales steadily increasing. “It’s a new era for Wild Turkey”, CEO Bob Kunze-Concewitz stated. “With Matthew McConaughey now on board, we believe we are ready to share the story with the entire world”.