Brown-Forman has launched the latest online spot behind its ongoing Southern Comfort marketing campaign.

“Dance” follows “Karate” and “Shampoo” in the next instalment of the brand's “Whatever's Comfortable” campaign. It features a man “dancing like the entire Internet isn't watching”, Brown-Forman said today (6 September).

The Whatever's Comfortable push first launched in the US last year. Brown-Forman has credited it with helping the Southern Comfort range post growth in the country for the first time in five years. 

In an exclusive interview with just-drinks, a brand executive described the campaign as a “secret weapon” that will turn around sales outside of the US.