Famous Bourbon brand Wild Turkey has announced a multi-year partnership with American actor Matthew McConaughey, who has recently been announced as the company’s Creative Director. The star, famous for numerous romantic comedies and more recently seen on award winning dramas, is now the chief storyteller for the Gruppo Campari brand, behind the camera and in front of it.

McConaughey will direct and star a series of Wild Turkey advertising spots starting September as well as a print campaign, as reported on moodieavittreport.com.

Gruppo Campari CEO Bob Kunze-Concewitz commented: “It’s a new era for Wild Turkey. We’ve made a significant investment into the brand over the last few years, as we’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew McConaughey now on board, we believe we are ready to share that story with the entire world.”

“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular,” said McConaughey.

Watch McConaughey’s first feature for Wild Turkey below: