Southern Comfort Support Whatever's Comfortable

Whatever's comfortable for you is A-OK, say Southern Comfort. Even if that is ill-fitting burgundy swimming trunks and a handlebar moustache.

Wandering down the beach in loafers with an oily beer belly, all this greasy fellow needs is a glass of SoCo to feel comfy. And that's all that matters - unless you're one of the sober onlookers who wanted nothing more than a day on the beach with a gorgeous view - in which case you're out of luck when this guy's around.

'Beach' is the first advert by Southern Comfort with its new agency Wieden and Kennedy. The campaign celebrates 'Whatever's Comfortable' for those who are completely comfortable in their own skin, without a care for what those around them think of their questionable beachwear.

So next time you see a tubby chap in Speedos sipping on a SoCo, don't judge him, join him, and your own cool glass might just materialise out of thin air like his did.