Danny McBride Soars in W+K’s Brilliantly Bizarre Music Video for Southern Comfort

Directed by Jody Hill

Headshot of Tim Nudd

If anyone can help make "ShottaSoCo" a word people actually say at bars, it's Danny McBride. Or rather, a flying version of Danny McBride who repeats the word endlessly, over a pulsating beat, while circling the globe—birdlike in a custom-made wing-tux—in Wieden + Kennedy's amusingly ludicrous new music video for Southern Comfort.

The video, which combines real-life McBride with the Taiwanese animation that the brand has been into lately, was directed by Jody Hill—who of course previously teamed up with McBride on HBO's Eastbound & Down. And it turns out McBride is an authentic brand ambassador. "I'm a huge fan of Southern Comfort! It's been my go-to for years," the actor says in a statement.

In the video, he takes a rather circuitous route to meeting a lady friend at the bar, cruising at 35,000 feet as he barks "ShottaSoCo" at the empty void below—eventually drawing the attention of President Obama, whose security team has apparently spotted McBride on the radar. But rather than being a security threat, Danny is apparently just excuse for everyone, including the commander in chief, to party.

The whole thing is part of Southern Comfort's ongoing efforts to burn the word "ShottaSoCo" into your brain. The brand hopes it will become a commonly used shorthand way of ordering a "shot of Southern Comfort" at bars. And this new song, recorded by the Detroit Grand Pubahs, should help in that regard.

"The idea was to spread a word: 'ShottaSoCo.' Make that word catchy and hopefully get it stuck in your head. It was designed to be a multi-use phrase, including a great song that people actually might get some enjoyment out of," says Jimm Lasser, creative director at W+K New York. "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."

"Danny McBride is truly the perfect ambassador for us," adds Lisa Hunter, brand director for Southern Comfort. "He genuinely loves Southern Comfort, and his personality perfectly aligns with our everyday mantra, 'Whatever's Comfortable.' We know there's no one better to pioneer the ShottaSoCo movement."

The single is available on Spotify, Vevo and in bars, starting today.


Client: Southern Comfort

Agency: Wieden + Kennedy, New York

Executive Creative Directors: David Kolbusz and Jaime Robinson

Creative Directors: Jimm Lasser and Caleb Jensen

Copywriter: Luke Sacherman

Art Director: Rick Jacques

Associate Producer: Lisa Delonay

Senior Producer: Alison Hill

Account Team: Brandon Pracht, Toby Hussey, Katie Hoak & Kerry O'Connell

Project Manager: Cory Chonko

Digital Strategist: Tom Gibby

Head of Production: Nick Setounski

Photographer: Rick Jacques

Art Producer: Ali Berk

Business Affairs: Justine Lowe, Sara Jagielski

Production Company:  Caviar

Director: Jody Hill

Executive Producer: Michael Sagol and Kim Dellara

Line Producer: Luke Thomlinson-Clark

Director of Photography: Kenneth Seng

Editorial Company: Arcade Edit

Editor: Geoff Hounsell

Post Producer: Fanny Cruz

Post Executive Producer: Sila Soyer and Nicole Visram

Editorial Assistant: Samuel Barden

Animation Company: Next Media Animation

Producers: Eric Chang and Jessica Wu

VFX Company: Timber

Managing Partner/EP: Damian Stevens

CDs / Partners: Jonah Hall and Kevin Lau

Executive Producer: Chris Webb

VFX Lead Flame: Brian Shneider

Digital Effects Supervisors: Nick Hiegel

Nuke Compositor: Rachel Dunn, Daniel Raschko, Joe Zaki, Robert Williams, Eddie Martinez & Aaron Singer

AE Artist: Michael Loney

Flame Assist:  Jason Giamarra, Brandon Harden & Jeff Schulman

Producer:  Lauren Loftus & Tita Poe

Mix Company: Sonic Union

Mixer: Steve Rosen

Sound Designer: Steve Rosen

Song: "SHOTTASoCo"

Artist: Detroit Grand Pubahs

Title Design

Partner Company: Joint

Senior Producer: Michelle Carman

Designer: Dustin Bailey

BTS Editorial Co.

Partner Company: Joint

Senior Producer: Michelle Carman

Assistant Editor: Stephen Nelson

Assistant Editor: JB Jacobs

Motion Graphics Director : Yui Uchida


@nudd Tim Nudd is a former creative editor of Adweek.