Jack Daniel’s Launches “In The Moment” New Creative

November 8, 2023 – Today, Jack Daniel’s launches “In The Moment,”  the latest creative work created in partnership with advertising agency Energy BBDO.

Tapping into Jack Daniel’s long and historic connection with the world of music, we see and feel the power of losing yourself in iconic moments; an emotional journey that is underscored by the classic “Back in Black” track by AC/DC.

The new creative continues the brand’s ambition to significantly unify its communications and drive relevance with whiskey drinkers, inspiring them to live in the moment.

Along with the instantly recognizable soundtrack, there are a number of additional visual reference points that reinforce the undeniable relationship between music and Jack Daniel’s that continues to this day, including Este Haim, Christone “Kingfish” Ingram and St. Vincent.

Director Omar Jones brought his unique style to the work as well. Everything was shot in Black & White on 16mm film, amping up the authenticity and breathing the bold spirit of Jack Daniel’s into each and every scene.

The result is an iconic piece of film – showcasing Jack’s connection with music lovers, whiskey drinkers and everyone who knows what it means to embrace a moment.

“At Jack Daniel’s, we’ve always been about living life on your own terms and this new creative expresses that exact sentiment while showcasing our ongoing connection to music,”  said Jamie Butler , VP, Global Brand Director, Jack Daniel’s. “We’re excited to remind our friends to always ‘live in the moment’ in a big, bold way through this rousing new spot.”

“Jack Daniel’s is such an iconic brand and this campaign leans into the boldness, grit and rock ‘n roll spirit that’s always made Jack great.” added Jonathan Fussell and Robin Laurens, Executive Creative Directors at Energy BBDO.

The campaign launches this month in the U.S. across TV, online video, OOH and social content.

The :30 film can be viewed here

About Jack Daniel’s

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Double Mellowed Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Bonded, Jack Daniel’s Sinatra Select and Jack Daniel’s RTDs. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world as recognized by Interbrand.

About Energy BBDO

Energy BBDO is a global creative agency known for energizing people and brands. The “Energy” in Energy BBDO starts with its energized people, who are driven by “what’s possible” thinking and a “we, not me” mindset. Our energized people are committed to delivering “The Work. The Work. The Work.” The BBDO mantra, reflecting our unwavering belief that in the absence of great work, nothing else matters. As part of the world’s most awarded and effective advertising network, BBDO Worldwide, Energy BBDO has been growing brands and businesses through its energized creativity since 1932.