Matthew McConaughey is in the middle of a mid-career renaissance, scooping up awards as one of the most acclaimed actors of his generation.
But now he’d like to do something different.
McConaughey has been announced as the creative director for Wild Turkey bourbon. The actor will serve as “a storyteller for Wild Turkey behind the camera and in front of it,” according to a press release sent out Monday. That includes directing and writing a series of TV and digital ads for the brand that will launch in September.
In this video paired with the announcement, McConaughey visits with the distilling family behind Wild Turkey, the Russells, and gets mystical about the power of traditional American bourbon.
McConaughey says he was approached a few years ago by the brand to be a spokesman, but he wanted something a little more hands-on for his new gig.
While he’s known for his eccentric Lincoln commercials, his involvement in the Wild Turkey ads will go much further.
“I told them, ‘I don’t want to be just a face. I have ideas. I’m an idea man,'” McConaughey told The New York Times of his role.
It’s yet another new era in the ongoing evolution of McConaughey.
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