• by Teresa Buyikian , Yesterday

If it ain’t broke, don’t fix it. That’s the takeaway from the new global creative effort for Wild Turkey, which pays homage to the “brand's unwavering conviction and time-tested recipe.”

The centerpiece of the new global effort, "When You Know It's Right, Don't Change a Damn Thing," is a two-minute short film, seen here, which features Wild Turkey master distiller and Bourbon Hall of Famer Jimmy Russell.

As the brand tells it, Russell rejected a trend towards lighter spirits in the 1970s and 1980s, staying true to the original Wild Turkey bourbon recipe. Now, 71 years after the bourbon’s creation, the real-life Russell is shown (accompanied by an actual real-life wild turkey) walking through the bucolic hills and charming small towns of Kentucky. He carries a stool which drags behind him, its leg making a hard “line in the sand” representing the brand’s stay-the-course attitude. The ad incorporates vintage film stock with digital and historical photos and Russel’s own memorabilia, such as recipe notebooks, newspaper clippings and archival family photos.

A voiceover describes how Wild Turkey has been faithful to its recipe since its inception.

"Every bottle of Wild Turkey bourbon tells a story of conviction," says Raul Gonzalez, global managing director of whiskey & rum at Campari Group. "The brand's steadfast approach is one reason why Wild Turkey is so respected... we're excited to bring Jimmy and Wild Turkey's story to a new generation of fans with [the] campaign."

Created by GUT New York and directed by Kiku Ohe, the campaign rolls out in global markets this fall, beginning in the US, Japan, Australia and South Korea. Assets include additional short films, digital, social, TVC and print executions.

The creative effort is also a family affair, with multiple generations of Russells making an appearance in the films, including Jimmy’s son master distiller Eddie Russell, his grandson associate blender Bruce Russell and Jimmy's granddaughter and Wild Turkey US brand ambassador Joann Street. Several bartenders from the brand’s top markets also have cameos.