A Sky-Diving Danny McBride Stars in Super Weird Music Video for Southern Comfort

Comedian Is a High-Flying DJ in Bizarre Animated Film

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A CG-ified Danny McBride, looking as if he stepped out of a "Grand Theft Auto" game or a Next Media animation from Taiwan, becomes a high-flying man of mystery in this bizarre music video for Southern Comfort, created out of Wieden & Kennedy, New York and directed by McBride's longtime collaborator, Jody Hill, who worked with the actor/comedian on "Eastbound & Down."

The music video depicts Mr. Bride as a suave, tuxedoed DJ who goes skydiving around the world in search of his SoCo fix before he starts his partying for real. It backs the track "SHOTTASoCo," which aims to drill into the heads of night owls that a shot of Southern Comfort is your route to kick off a raucous night on the town.

The single, performed by the Detroit Grand Pubahs, is also available today on Spotify and Vevo, as well as in bars near you, according to the agency.

"The idea was to spread a word: 'SHOTTASoCo,' make that word catchy and hopefully get it stuck in your head," said W&K N.Y. CD Jimm Lasser. "It was designed to be a multi-use phrase, including a great song that people actually might get some enjoyment out of. 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."

Indeed, some of the lyrics, repeated over and over and backed by a pumping electronic track are likely to leave an indelible imprint on your brain (for good or bad): "Nightclubbing. Before I hit the dance floor, I hit the bar. ShottaSoCo. Nightclubbing. Before I hit the dance floor, I hit the bar. ShottaSoCo."

Southern Comfort is encouraging fans to keep the conversation going via #SHOTTASoCo. Mr. McBride is also sharing thoughts on his love for SoCo in a series of YouTube videos.

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Nov 18, 2015
Wieden & Kennedy New York
Southern Comfort
Executive Creative Director:
Dan Beckwith
Executive Creative Director:
Jaime Robinson
Creative Director:
Jimm Lasser
Creative Director:
Caleb Jensen
Luke Sacherman
Art Director:
Rick Jacques
Associate Producer:
Lisa Delonay
Senior Producer:
Alison Hill
Account Team:
Brandon Pracht
Account Team:
Toby Hussey
Account Team:
Katie Hoak
Account Team:
Kerry O'Connell
Project Manager:
Cory Chonko
Digital Strategist:
Tom Gibby
Head of Production:
Nick Setounski
Rick Jacques
Art Producer:
Ali Berk
Business Affairs:
Justine Lowe
Business Affairs:
Sara Jagielski
Jody Hill
Executive Producer:
Michael Sagol
Executive Producer:
Kim Dellara
Line Producer:
Luke Thomlinson-Clark
Director of Photography:
Kenneth Seng
Editorial Company:
Arcade Edit
Geoff Hounsell
Post Producer:
Fanny Cruz
Post Executive Producer:
Sila Soyer
Post Executive Producer:
Nicole Visram
Editorial Assistant:
Samuel Barden
Animation Company:
Next Media Animation
Eric Chang
Jessica Wu
VFX Company:
Managing Partner/EP:
Damian Stevens
Jonah Hall
Kevin Lau
Executive Producer:
Chris Webb
VFX Lead Flame:
Brian Shneider
Digital Effects Supervisor:
Nick Hiegel
Nuke Compositor:
Rachel Dunn
Nuke Compositor:
Daniel Raschko
Nuke Compositor:
Joe Zaki
Nuke Compositor:
Robert Williams
Nuke Compositor:
Eddie Martinez
Nuke Compositor:
Aaron Singer
AE Artist:
Michael Loney
Flame Assist:
Jason Giamarra
Flame Assist:
Brandon Harden
Flame Assist:
Jeff Schulman
Lauren Loftus
Tita Poe
Mix Company:
Sonic Union
Steve Rosen
Sound Designer:
Steve Rosen
Detroit Grand Pubahs
TItle Design:
Senior Producer:
Michelle Carman
Dustin Bailey

See more credits

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