I didn’t design the lockup. Or the mood board. I didn’t comp the key visual. Or film the commercial.

I wrote the tagline that won the pitch.

The talented teams at GUT New York, LA, and Miami did the rest.

Don’t change a damn thing.

BACKGROUND

The pre-prohibition style recipe for Wild Turkey bourbon hasn’t changed for over a century.

And that’s on purpose. Because Master Distiller Jimmy Russell is a stubborn son of a gun who cherishes the tradition of whiskey making.

So I wrote this slogan to celebrate his dogged determination to double down on the recipe’s craft and quality, instead of bending to fleeting industry trends.

If you look at this picture of Jimmy and turn your volume up, you can hear him whispering it with his thick Kentucky drawl.

The campaign went live in the United States, Japan, Australia, and South Korea.