Frank knows Jack. I'm talkin' Sinatra and Daniel's, baby! The legendary crooner, who passed away in 1998, returns in a push by Arnold Worldwide to pitch a high-end version of the whiskey rolling out nationwide in June.
Would you pay $150 and up for Sinatra Select? It's 90 proof—regular Jack is 80—so your ol' blue eyes will get bloodshot faster than ever before. (The variant has been sold in duty-free stores in airports for a couple of years.)
There's digital, print and a 30-second spot mixing archival photos with big-band music stylings and nightclub scenes. In one shot, Frank hangs out with comedian Jackie Gleason, who apparently introduced the singer to Jack Daniel's in the late 1940s.
When it comes to resurrecting dead celebs as endorsers, I prefer this relatively simple approach to some efforts by other brands. It seems less forced than, say, using high-tech hijinks to make dear, departed Audrey Hepburn hawk candy bars.
Plus, Frankie was a true fan, calling the drink "the nectar of the gods" and toasting crowds at his concerts with Jack. So his presence feels genuine. It's also an interesting contrast to the week's other big spirits endorsement deal. It's hard to picture Mila Kunis pounding back Jim Beam, but imagining Sinatra goofy on Jack, slurring the words to "My Way" and cursing Ava Gardner as he stumbles into a limo? Ring a ding ding!
TV Spot: "Frank The Man"
Executive Creative Directors: Wade Devers, Pete Johnson
Group Creative Director: Erik Enberg
Creative Director: Greg Almeida
Art Director: Daran Brossard
Copywriter: Greg Almeida
Producers: William Near, Benjamin Ouellette
Assistant Producers: Alex Saevitz
Business Affairs: Maria Rougvie
Marketing Producers: Paul Nelson, Emily Brooks, Shannon Coletti, Nicolle Fagan
Production Company, Visual Effects: Elastic Pictures
Executive Producer: Jennifer Sofio
Line Producer: Rick Brown
Director: Jake Banks
Cinematographer: Eric Treml
Editorial Company: Rock Paper Scissors
Editor: Parker Whipple
Music Company: Pivot Audio
Music Composers: Jan Kos, Guy Amitai
Postproduction Producer: Scott Boyajan
Music: Pivot Audio