New Jack Daniel’s Commercial Channels ‘Rock n’ Roll Spirit’ With Appearances From Musicians Including AC/DC and St. Vincent
Jack Daniel’s commercial was shot in black and white on 16mm film and features musicians including AC/DC. (Photo by: Kyle Dean Reinford/picture-alliance/dpa/AP Images)
On Tuesday, Jack Daniel’s unveiled its latest creative campaign, “In The Moment.” The commercial is underscored by AC/DC’s “Back in Black,” and features musicians like St. Vincent, Christone “Kingfish” Ingram and Este Haim jamming out in black and white footage.
The campaign was created in partnership with the advertising agency Energy BBDO, and Omar Jones directed the film.
Jones shot it in millimeter film, hence its distinctive visual style.
“At Jack Daniel’s, we’ve always been about living life on your own terms and this new creative expresses that exact sentiment while showcasing our ongoing connection to music,” Jack Daniel’s VP Global Brand Director Jaime Butler said in a news release from the brand. “We’re excited to remind our friends to always ‘live in the moment’ in a big, bold way through this rousing new spot.”
The campaign is set to air this month in the United States. It will play across TV, online video, out-of-home media and social channels and can be viewed below:
Jack Daniel’s has a longstanding relationship interlinked with music.
In October, the whiskey brand joined forces with Metro Boomin to launch a limited-edition T-shirt and partner with two performances hosted at Formula 1 events.
Metro Boomin performed at U.S. Grand Prix events in Austin, Texas, and Las Vegas, Nevada, as part of the partnership.
The Jack Daniel’s brand says it has a “special relationship with music” and that a core tenant of Jack Daniel’s mission involves “living life on your own terms.”
“Jack Daniel’s is such an iconic brand and this campaign leans into the boldness, grit and rock n’ roll spirit that’s always made Jack great,” Energy BBDO Executive Creative Directors Jonathan Fussell and Robin Laurens said.
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