The agency has created a bizarre CG-enhanced Southern Comfort music video in which the word is repeated often enough to stay in your head – forever.

If there’s a message, it’s “Nightclubbing. Before I hit the dance floor, I hit the bar. ShottaSoCo. Nightclubbing. Before I hit the dance floor, I hit the bar. ShottaSoCo.”

The video’s aim is far simpler. Wieden + Kennedy New York creative director, Jimm Lasser explained, “The idea was to spread a word: SHOTTASoCo,’make that word catchy and hopefully get it stuck in your head, It was designed to be a multi-use phrase, including a great song that people actually might get some enjoyment out of. Music is an awesome way to do messaging. It is something that can move with people, rather than the type of engagement that requires you to go to a screen.”

The star, comic actor Danny McBride, headed the line-up on HBO’s Eastbound & Down, that ran from 2009 – 2013.

Its director, Jody Hill, was executive producer of Eastbound & Down, with McBride and Will Ferrell.

The single is performed by the Detroit Grand Pubahs, and available on Spotify and Vevo.

Southern Comfort is hoping to get the conversation rollicking via #SHOTTASoCo.

McBridei s apparently a genuine Southern Comfort fan. He shares his thoughts on his love for SoCo in a series of 15 second YouTube videos.

There’s also the inevitable behind the scenes video.

and teaser.