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By Amy Houston, Senior Reporter

April 19, 2024 | 3 min read

The bourbon brand has teamed up with Wesley Joseph for a spot that leverages its most recognizable asset and uses it to create a buzz for younger audiences. It’s a fun and fresh move, landing it our top spot today.

Jack Daniel’s has linked up with filmmaker, songwriter and music producer Wesley Joseph on its ‘Jack the Locker’ campaign. The ad is fast-paced, youthful and fun with an upbeat soundtrack that takes the viewer through an urban landscape after sundown.

The striking visuals of the ad, which was created by Iris, appear to draw inspiration from the notable style of German photographer Rut Blees Luxemburg. Her ‘city after dark’ style imagery has graced album covers of bands like The Streets and Bloc Party.

But at the heart of this project is Wesley’s re-imagining of the classic JD logo for the first time ever and the ‘hacking’ of parcel delivery lockers to give people a chance to get their hands on one of the exclusive tees. The campaign ingeniously leverages Jack Daniel’s most recognizable asset to capture attention and resonate with new audiences.

By choosing a brand ambassador who has an engaged fan base, Jack Daniel’s is cleverly highlighting that subcultures hold more power over adult Gen Z than the mainstream. By tapping into these more niche communities, Jack Daniel’s is positioning itself as a forward-thinking and modern brand that understands that talking to the masses just isn’t going to cut through.

What also makes this ad great is the creative powerhouse behind the work. The film was directed by multi-award-winning director Chris Chuky through Eleanor Films, the first and only Black and woman-owned production company in both the US and UK.


Creative agency: Iris

Group account director: Charlotte Coombes

Account directors: Helen Barrett and Fran Moore

Strategy director: Dani Dullaghan

Social strategist: Callum Richie

Community manager: Larissa Andrianakos

Head of PR and partnerships: Rachel Byles

PR and partnerships director: Ashley Phillips

PR and partnerships manager: Teresa Luparini

Integrated producer: Hannah Lawrence

Chief creative officer: Grant Hunter

Associate creative director: Jan Pruijser

Junior creative: Ben Parmenter

Junior creative: Keilan Grant

Designer: Nicole Vanner

Senior designer: Filipe Alonso

Head of artwork: Billy Thomas

Motion designer: Benjamin Lau

Production manager: Guy Cain

Eleanor Films

Director: Chris Chuky

Creative producer: Tony Longe

Executive producer: Jack Howard

Editor: Lauzza

Cinematographer: Ethan Lodge

Art director: Joe Munro

First AD: George Nelson

Executive music producer: Lostboy

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