Never thought we would ever find ourselves in a position to be able to slap together in a headline both “Words Of Wisdom” and “Matthew McConaughey”, they seem somewhat incompatible and unlikely. While we will fully admit to the growth and maturity of his acting abilities, which are truly well deserved, for some reason he’ll still never completely shake his Wooderson persona.
McConaughey recently signed on to be the Creative Director for Wild Turkey, an amazing match up of brand to celebrity, Wild Turkey is Matthew McConaughey and Matthew McConaughey is Wild Turkey – it doesn’t get any more authentic than that. More to the point though in a recent interview published in the New York Times, McConaughey won our accolades by saying “They can smell it, Millennials, and I know this for a fact, can smell solicitation. And its a turn off. The best ads are not solicitous.”
Words Of Wisdom
Let’s keep this simple, there is a difference between marketing and advertising and awareness. In our opinion, McConaughey’s use of the word “solicitation” is very important to distinguish. Millennials are the first generation to basically be born in to a fully digital and internet enabled world, they consume media, they are generally savvy enough to parse out the bullshit from the banter. A “solicitation” feels cheap, successful marketing should be about building awareness, informing, educating and then letting your customers, consumers come to you.
Hold The Jury
Marketers everywhere are trying to build connections and relationships, but not all that many are successful at it. The jury of course will have to wait on how successful the relationship between Wild Turkey and McConaughey, but at least we can look forward knowing that he has the right idea.