It's rare to find us on a Friday night with a glass of Southern Comfort in our hands, but that could all change thanks to their new ad campaign.
In their video Beach, an overweight but tanned man strolls along the seafront in nothing but a small pair of brown shorts, paunch visible, sipping a glass of Southern Comfort.
On paper it sounds like something an ad exec should receive their p.45 for, but somehow it works. Instead of relying on gimmicks or technical wizardry they've taken the opposite approach. And for that we doff our caps.
Watch it in all its sepia glory below.