Jack Daniel’s Tennessee Whiskey is helping to show that the human spirit is alive, even during a time when humans can’t physically be together.
The ad, ‘With Love, Jack’, shows how friends around the world are adapting to a new reality of being apart while trying to stick together.
The video was created with creative agency partner Energy BBDO from user-generated footage of real human interactions that were filmed authentically, and safely, from home. It features a new rendition of Cyndi Lauper’s True Colors, which was recorded from home by the singers featured in the video, Kenny Fleetwood and Whitley Little.
In it we see people playing chess through a mobile chat, a couple repurposing their butcher block as a ping-pong table played with cookware, Zoom group chats, neighbors playing tic tac toe through a sliding glass door, friends dancing online and sharing toasts of Jack Daniel’s through social chats.
“Showcasing how our friends around the world are rallying and uniting together during these times was our goal,” said Matt Blevins, Jack Daniel’s global brand director. “It was about capturing real moments that are helping folks find social connection, which is something Jack Daniel’s celebrates.”
Added Josh Gross, co-chief creative officer of Energy BBDO: “We’ve all had to rapidly adapt to this new reality, and we discovered this magical thing where people are finding really creative and beautiful ways to stay connected during this time of social distancing.”
Brown-Forman, the parent company of Jack Daniel's, announced a $1m donation to Covid-19 response funds and the Jack Daniel Distillery has begun aiding production of hand sanitizer for first responders.