Jack Daniels launches new 'We're Jack Daniel's' campaign

Shot on location at the Jack Daniel’s Distillery in Lynchburg, TN, the film pays homage to the real men and women behind the iconic brand and offers a poetic ode which celebrates Jack Daniel’s place in today’s whiskey culture - tilting its hat to all their loyal drinkers out there who’ve been enjoying the beverage “their way” over the last 150 years.

“This campaign celebrates what people love about Jack Daniel’s. It’s a brand that is a lot of things to a lot of people and it’s a brand that is comfortable with that.” said Icaro Doria, Arnold’s U.S. Chief Creative Officer. 

Embracing Jack Daniel’s place in the world and the many ways it brings people and communities together clearly lies at the core of the concept, but it’s the light-hearted visual banter set against a raw and stunning black and white motif that lends the film an authentic eye into the world of the whiskey that everyone knows and loves.

The spot was directed by Siri Bunford at Knucklehead.