Why do gunfights in Westerns always take place at high noon? Sunset’s a much better time for such deadly duels, when the glare isn’t so strong.

A pair of cantankerous cowpokes share that epiphany in this not-so-rootin’-tootin’ sendup of the saddle-tramp genre that promotes William Grant & Sons’ Fistful of Bourbon:

A “fistful of bourbon” is a drink that’s five fingers high in shot-glass parlance. This particular brand blends five American whiskies, and its name recalls Sergio Leone’s classic 1964 Western A Fistful of Dollars. So … now you know.

Quaker City Mercantile developed the campaign, and Tool of North America handled production chores. Director Paul Briganti, best known for his vignettes on Saturday Night Live, ably channels the frontier funny, while actors Frank Garcia-Hejl (from Upright Citizens Brigade) and George Basil (a regular on HBO’s Crashing) deliver ace comic turns.

Read more at The Muse: https://musebycl.io/advertising/fistful-bourbon-saddles-amusing-spoof-westerns