Longbranch Launches New Campaign Led by Matthew McConaughey


May 11, 2022

Longbranch Matthew McConaughey

Longbranch, the award-winning bourbon co-created by Matthew McConaughey and the makers of Wild Turkey, announces the launch of a second chapter in its “Wonder What If” global creative campaign, conceptualized and starring the Academy Award winning actor.

To communicate McConaughey’s vision to step beyond old-world distillery and speakeasy themes, and venture into a brave new realm of storytelling, the brand partnered with photographer Miller Mobley to direct and capture the actor on his curious journey. Shot on a ranch just outside of McConaughey’s native Austin, Texas, the vignettes open to reveal a vast field, decorated starkly by a singular Oak tree before viewers are beckoned to follow the spokesman as he challenges them to question the possibilities of ‘what if?’

Shot in a single day via steady-cam, the spots are meant to draw viewers in for a close glimpse into the intricacies of the creative director and narrator’s mind. In the spots, McConaughey wanders, bottle in hand. He pushes a single bar cart through an open field to an unknown destination, sits perched under the oak tree, and eventually raises a glass next to a self-made campfire, all while pondering what-if-isms.

“Is he talking to himself? To the universe? The journey is part reality, part subconscious, peppered with thoughtful musings,” notes Director Miller Mobley. “Matthew is known for his curious nature, and we wanted to lean into that in an irreverent, but pure way. We wanted the location to feel like it was a place he might visit often, his own little clubhouse of sorts, to go have a think and a drink of ‘his favorite bourbon on the planet’.”

The series of digital shorts are also inspired by the Kentucky-meets-Texas origin story of the brand. McConaughey’s curious spirit was the impetus for creating Longbranch – an 8-year-old Kentucky Straight Bourbon made in small batches and refined with Texas Mesquite and American Oak charcoals – together with legendary Wild Turkey Master Distiller Eddie Russell.

In shorts that run from just six to thirty seconds, the new series adds variety to the campaign that was first developed through virtual brainstorm sessions and produced entirely remotely, shot with minimal equipment and self-directed by Matthew McConaughey in 2020. With the return to in-person collaboration, the second iteration of “Wonder What If” leverages higher production value and evolved storytelling to showcase the Longbranch brand.

Launching in early May, the campaign will run on digital and social media channels in the United States and in select global markets. In conjunction with the campaign launch, Longbranch will run the spots on the official brand Instagram handle (@Longbranchbourbon).