Creativity

Jack Daniel's Celebrates the Real People of Lynchburg in 150th Anniversary Spots

Campaign Singles Out Hometown's Modern Day Inhabitants

By Alexandra Jardine. Published on Sep 27, 2016

Editor's Pick

Jack Daniel's hometown of Lynchburg, Tennessee has always featured strongly in the brand's advertising, but often with a somewhat nostalgic touch. But in a new set of spots celebrating its 150th anniversary year, the brand honors the town's modern-day, real-life inhabitants.

The anthem spot, by Arnold Worldwide, sees a bunch of people congregating on a hillside, as the voiceover explains who they are -- the people of Lynchburg. Some are then singled out for special mention -- veterans, people born there, fifth-generation Lynchburgers, even one woman named "Hiawatha Kitty McGee." We also get to see the descendants of Jack Daniel, a woman from Taiwan and a German dog. The spots ends with the worlds: "If you can't get here, just look for one of our postcards. We send them all over, they look like this," as we see a bottle of Jack Daniel's.

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Credits

Date
Sep 27, 2016
Agency:
Arnold Worldwide
Client:
Jack Daniel's
Global Chief Creative Officer:
Jim Elliott
Managing Partner/Executive Creative Director:
Wade Devers
Art Director:
Chris Valencius
Copywriter:
Jonathan Graham
Copywriter:
Greg Farley
Broadcast Producer:
William Near
Broadcast Producer:
Alissa Feldbau
Managing Director:
Paul Nelson
Senior Marketing Manager:
Mallory Brannan
Brand Strategy:
Vaughn Allen
Senior Brand Strategist:
Ellis Reavy
Director of Business Affairs:
Anne Joynt
Executive Vice President:
Mark McCallum
President, Jack Daniel's:
Mark McCallum
VP, Global Brand Director, Jack Daniel's:
Philip Epps
Production Company:
Radical Media
Director:
Steve Miller
Executive Producer:
Gregg Carlesimo
Producer:
Laura Heflin
Head of Production:
Frank Dituri
VFX/Editorial Company:
Lost Planet
VFX/Editorial Company:
Black Hole
Editor:
Hank Corwin
Editor:
Charlie Johnston
Executive Producer:
Krystn Wagenberg
Producer:
Casey Cayko
Sound Director:
Sound Lounge
Sound Engineer:
Tom Jucarone

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