The warmest of congratulations to cinema’s Matthew McConaughey, whose first opus as “creative director” of Wild Turkey bourbon is already upon us. It was only last month that the bourbon brand announced the Oscar-winning star had signed a multi-year deal to “serve as the chief storyteller for Wild Turkey both behind the camera and in front of it”.

I wouldn’t like to hazard how much Wild Turkey Matthew had in him to make the following statement, but it’s good to learn how much of Matthew there seems to be in Wild Turkey. “Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way,” he announced solemnly, “even if that way isn’t always the most popular.”

Well quite. This is a bourbon still prickly about having spent most of the noughties imprisoned in second-tier romcoms with Kate Hudson, or defending its naked bongo-playing arrest.

And so to Matthew’s first commercial distillation of the brand, which is unlikely to win any prizes for originality, given that it opens with him drawling “We’re not in a rush to be most popular …” Well, of course not. It is, after all, an immutable advertising law that dictates this type of hard liquor must always be styled as the laconic choice, the laidback choice, the almost insufferably slow-moving choice. And yet, as anyone who has ever had a proper night on the stuff will tell you, this could scarcely be more at odds with the user experience. The one thing you can bet your pickup truck on is that they’re sweeping up teeth come chucking-out time in Jack Daniels Hollow, where a mere naked bongo arrest must surely be regarded as having had a quiet one.