More than 70 years ago, master distiller Jimmy Russell, known in the industry as the "Buddha of Bourbon," decided to keep his Wild Turkey 101 bourbon pure. That pre-Prohibition flavor remains to this day. Its latest global campaign reflects the integrity of that spirit: “When You Know It’s Right, Don’t Change a Damn Thing.”

The ad, which includes archival images, begins this fall in the U.S., Japan, Australia and South Korea. It runs across digital, social, TVC and print.

This is Wild Turkey's first brand campaign since "Trust Your Spirit" debuted in 2021.

"In a world obsessed with chasing the next new thing, we wanted to celebrate the conviction of staying true to what you know is right. ‘Don’t Change a Damn Thing’ is more than a slogan. It’s a philosophy Wild Turkey and spirits master distiller Jimmy Russell have lived for generations," Lucas Bongioanni, Chief Creative Officer, Gut New York, told Agency Daily.

The ad spotlights Russell, a Bourbon Hall of Famer. Today, his son Eddie, a master distiller, and grandson Bruce, an associate blender, continue the tradition. They will not bend to fads or trends, preferring to sustain the brand's legacy.

"To bring Wild Turkey to life, we leaned into a mixed-media approach, weaving together 8mm, 35mm, digital footage and artifacts from Jimmy Russell’s over seven decades in bourbon: his old recipe notebooks, newspaper clippings and family photos. The spot honors tradition through every frame, showing that sometimes the boldest move isn’t changing at all, but holding firm to what’s always been right," adds Bongioanni.

Wild Turkey's distillery is situated on a limestone shelf on the Kentucky River. It is distilled and put into new oak barrels at a much lower ABV than most bourbons, offering classic notes of caramel, vanilla, spice and oak. The name began in 1940, after a distillery executive shared his bourbon with friends on a hunting trip — where they were after wild turkey.

The Kentucky bourbon is owned by the Campari Group, whose portfolio includes Aperol, Skyy Vodka, Grand Marnier and Appleton.

"Every bottle of Wild Turkey bourbon tells a story of conviction," says Raul Gonzalez, global managing director of Whiskey & Rum at Campari Group.