They’re Not Watering Down

Here’s new global work for Jack Daniel's campaign "Legend" from Arnold that will run over the next year.

Jack Daniel's Tennessee Whiskey celebrates its place in rock and roll history with the launch of a new 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 will pay 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.

The campaign features historic footage from concerts by Sinatra, Bad Brains, Joey Ramone, Freddie King and Mudhoney, among others.

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.

The TV spot will air globally for one year, living also on YouTube, and Facebook. Digital efforts, print and out of home executions support the TV, while a “Behind the Scenes” video offers consumers 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.

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.

Jack Daniel’s TV spot “Legend”
Chief Creative Officer: Pete Favat
Group Creative Director: Wade Devers
Global Marketing Director: Carmen D'Ascendis
Art Director: Travis Robertson
Copywriter: Todd Mitchell
Producer: William Near
Assistant Producer: Alex Saevitz
Business Affairs: Maria Rougvie
Marketing Producers: Paul Nelson, Shannon Coletti, and Nate Stewart
Production Company: Milkt Films
Production Company Executive Producer: Lindha Narvaez
Director: Danny Clinch
Cinematographer: Vance Burberry
Editorial Company: Lost Planet
Editor: Max Koepke
Colorist: Fergus McCall (The Mill)
Sound Designer: Max Koepke & Rex Recker
Music Recording: Artist: Yellowbird
Sound Engineer: Rex Recker (Audio Engine)
VFX: Tim Farrell (Black Hole)