I’m a massive JD fan.
A while back I “storified” Jack Daniel’s history and also blogged separately about how the brand became the story.
Last week I was approached by Tracey Boudine the corporate communications manager at Arnold Worldwide (JD’s agency) who shared with me their latest work/storytelling for the new global Jack Daniel’s campaign “Legend.”.
The brand went with the following tagline for the campaign:
Jack Daniel’s Tennessee Whiskey celebrates its place in rock and roll history with the launch of a new global campaign called “Legend.”
The TV spot was launched on Friday night, March 1st and was supported by Digital, print and out of home executions on JackDaniels.com, Facebook and YouTube.
The TV spot will air globally for one year, living also on YouTube, jackdaniels.com and Facebook. Digital efforts, print and out of home executions support the TV. Fans were also treated to a behind the scenes with Director Danny Clinch, offering an even deeper look into the process.
An additional version of the spot called “Tagged Legend” allows viewers to scroll, frame by frame, through the classic footage, exploring the significance of each flyer, venue and band included in the spot.
The “Legend.” campaign
Jack Daniel’s celebrated its place in rock and roll history with the launch of a global campaign called “Legend.” Using historic footage, actual concert flyers, ticket stubs, bathroom graffiti and the work of legendary rock photographer, Danny Clinch, the campaign pays homage to the whiskey that was there. Frank Sinatra, Bad Brains, Joey Ramone, Freddie King and Mudhoney, among others, all paint a vivid picture of music history.
JD has always been a part of the story
Traveling from the gritty stage of CBGB’s in New York City to the hair band dominated streets of the Sunset Strip, “Legend” is a celebration of music iconography and authenticity. Quite literally “with the band since 1866”, Jack Daniel’s has been onstage, backstage, in the studios, on the tour bus and in the hands of legends since the birth of rock and roll.
And always true to its brand persona
In keeping with the authentic approach, the Jack Daniel’s bottle was shot on 16mm Bolex film backstage at the historic Roseland Ballroom in NYC by legendary rock photographer Danny Clinch. Clinch is best known for work with Bruce Springsteen, Tom Waits, Iggy Pop and others. Additional classic work from Clinch is layered throughout the spot.
All in all, a job well done and further proof that Jack Daniel’s is still on a roll many years on…