Matthew McConnaughey becomes the Creative Director for Wild Turkey. Yesterday the brand released their first ad directed by the actor himself, featuring the tagline, ‘It’ll find you’. It’s all about authenticity – ‘If you are being yourself, unapologetically doing things your own way, then you are at home wherever you are, and Wild Turkey, well, it’ll find you.’ Mr McConaughey said: “The brand is a little dusty, and in some ways I’m shaping a full-on reintroduction.” He continued: “The great news is that Wild Turkey hasn’t changed in all these years – it’s totally authentic. And that appeals to millennials. Because they can smell fake. Some manicured, bearded hipster soliciting them? No, thanks.” He took another sip before adding, “And millennials don’t want bourbon lite.