
Gentleman Jack Tennessee Whiskey Wants to Celebrate the Everyday Milestones
Gentleman Jack Double-Mellowed Tennessee Whiskey has launched âMilestones,â the brandâs first spot in the global âMake it Countâ campaign for the Jack Danielâs brand family. The super-premium whiskeyâs campaign encourages consumers to mark the special moments with the people who matter most. Although we often think of only honoring the big moments, like a graduation, they contend that the smaller ones, like finally beating your dad in chess, are also worth commemorating. The campaign is brought to life through multiple executions on TV, social, and online video and will run in markets including the US, UK, Australia and Germany.
The new Gentleman Jack campaign is by creative agency Energy BBDO (Chicago). The :30 spot is part of Jack Danielâs âMake It Countâ campaign which encourages consumers to live boldly, just as Jack Daniel did himself. You can watch the :30 âMilestonesâ spot here:Â https://www.youtube.com/watch?v=saUUZnzujRw
âSince 1987 Gentleman Jackâs double-mellowed whiskey has been perfectly fitting for celebrating lifeâs special occasions,â said Mark Grindstaff, Group Brand Director Jack Danielâs Super-Premium Brands. âFor this spot we wanted to carry on that tradition but also call attention to the smaller moments in our lives that are equally worth celebrating.â
The inspiration for the campaign came from how Gentleman Jack has been consumed in the past â as a super-premium, double mellowed whiskey it has historically been used to celebrate special occasions. For this spot the brand wanted to carry on the tradition but give it a twist, calling attention to all of the quieter moments in our lives that are equally worth celebrating.
âThe father daughter chess scene was easily the most fun to watch play out during filming,â said Lucas Owens, Creative Director at Energy BBDO. âSince the majority of us had seen Queenâs Gambit, we all seemed to feel like we were chess experts. We were wrong, but it was fun to pretend for a little while.â
âMilestonesâ was shot in Barcelona, Spain, following all social distancing protocols. The director, Ian Pons Jewell, and production company, Reset, worked previously with Jack Danielâs and Energy BBDO to create âFirst Timers.â Their continued collaboration made the âMilestonesâ shoot incredibly smooth, just like Gentleman Jack. Jack Danielâs ââFirst Timersâ premiered in September 2020, launching the global âMake It Countâ platform.
About Jack Danielâs
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Danielâs is the maker of the world-famous Jack Danielâs Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Danielâs Single Barrel Tennessee Whiskey, Jack Danielâs Tennessee Honey, Jack Danielâs Tennessee Fire, Jack Danielâs Sinatra Select and Jack Danielâs Country Cocktails. Today, Jack Danielâs 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.
Your friends at Jack Danielâs remind you to drink responsibly.
About Energy BBDO
Energy BBDO is a leading-edge creative organization energizing people and brands. Based in Chicago, itâs a subsidiary of the BBDO Worldwide Network. Every day, BBDO people in 81 countries work job by job and client by client to create and deliver the world’s most compelling commercial content. BBDO is part of Omnicom Group Inc. (NYSE-OMC) (www.omnicomgroup.com).