Southern Comfort: Shampoo

He may not seem like your typical salon go-er, but he doesn't care, because he's comfortable with it.

Championing the attitude it takes to be yourself, director Tim Godsall's and W+K's latest spot for Southern Comfort’s "Whatever's Comfortable" campaign features a man who couldn’t be more at ease. Reclining as the hairdresser soaps up his grey hair, the only thing that could coax him out of his comfortable position was the attractive woman across the salon. He sneaks a peak and relaxes again with a class of Southern Comfort resting against one leg as he crosses the other one over to reveal a snakeskin boot.