Souther Comfort advert

Southern Comfort continues its ‘whatever’s comfortable’ push with a pleasingly bizarre effort.

Following forays to the beach and the hair salon, this ad sees the brand back in the more familiar setting of the bar. So far, the series has focused on quietly confident male protagonists, but this one is more extrovert: a nerdy bartender who dispenses lemonade from a long distance.

He shimmies to the rockabilly soundtrack as he tops up glasses of SoCo, managing it with great speed - but precious little accuracy; lemonade is dispensed all over the bar, not just into the drinks. It’s an amusing departure from the studied cool of the first two ads.

The girls in the bar certainly seem impressed. Lemonade makers will love it, too.