The digital universe has become the new frontier for marketing and advertising. Its latest resident, South Comfort, has allocated all its marketing dollars to the online sector in attempt to appeal to 21-to-29-year-old techies.

The brand released four new Internet-only ads that ask just one question, “Do you feel lucky?” No, that’s not what they ask, but something in proximity, "What is Southern Comfort?”

The ads, which orchestrate genteel montages moving in New Orleans-imbibed cadence, are some of the most culturally rich and emotion-evoking ads I have seen in some time:

Genius

Celebration

Tapestry

One-of-a-kind

“The main focus of this campaign is to really cement the idea that Southern Comfort is a way to tie back into New Orleans, more so as a vibe and a spirit versus a more subtle brand DNA that was always talked about internally but not necessarily communicated to consumers," said Lena DerOhannessian, Southern Comfort's U.S. marketing director.

DerOhannessian said the brand is taking advantage of a tremendous opportunity to connect with its target audience.

“There is a very flexible structure in the online space that allows us to listen to [consumers] and give them the opportunity to speak to us in regards to the brand," she said. "It’s just an immeasurable benefit."

The spots are airing now on Hulu, Break.com, CBS.com, Comedy.com, Fox.com, FX.com, MyDamnChannel.com, NBC.com, Playboy.com, TheFader.com, and Pitchfork.tv, in addition to Southern Comfort’s Facebook fan page.

Because most already frequent these sites for their favorite shows, you’re sure to find out just what Southern Comfort is. Before you do, make sure to fix yourself a SoCo and Coke with lime.

Quotes taken from Brandweek.