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Southern Comfort breaks campaign in Alberta

Alcohol manufacturer Southern Comfort, based in Louisville, KY, has begun a new advertising campaign called "Whatever's Comfortable" in Alberta. The campaign, developed by Wieden & Kennedy of New York, includes a 60-second television commercial called "Dance," which depicts a man dancing in a way that illustrates his own "self-comfortableness." Additional commercials called "Shampoo" and "Karate" will run online.

"We want to champion consumers to 'be their awesome selves' and that attitude comes out through this work," said Dusan Savic, national marketing director for Canada at Southern Comfort. "We're comfortable being Southern Comfort and we want our consumers to embody that same attitude about themselves."

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