Southern Comfort is expanding the idea that comfort is everything with a new campaign showing you what comfort is all about.
In this case, it's enthusiastically singing Spandau Ballet's hit song "True" in the middle of the pub.
The campaign, by Naked Communications, will also see Southern Comfort partnering with comedians and influencers to talk about their own #Socomfortable moments, as well as working with mixologists to create their own signature drinks.
Naked Communications executive creative director Jon Burden said: "We had a lot of fun working with the Southern Comfort team on this project, and rekindled many of the team's love for cheesy 80's music. The truth is every group of friends has a character who loves to belt out a classic ballad from time to time and generally their friends love them for it.
"We wanted to celebrate these people, and our hero Chester does the proud. He may not be pitch perfect, but he's comfortable with his skills and he wants to share them."
Brown-Forman marketing manager North American whiskeys and growth brands, Darren West said: "At Southern Comfort we have always believed that the feeling of 'comfort' is everything; it's embedded in our brand DNA and ultimately our name. We wanted to show what our sort of comfort is all about - the comfort of being able to just be yourself with your friends."
