The connection is obvious now (it's the honey, stupid), but had you suggested a few months ago that a Jack Daniel's commercial would center around the flight of a bumblebee, you would have seen more than a few raised eyebrows. This new spot from Arnold heralds the Southern distiller's first new-product launch in 14 years—for Jack Daniel's Tennessee Honey. We watch what at first appears to be a high-end nature show, revealing in detail the daily lives of our insect brethren. An ant appears first, but is suddenly dwarfed by a bumblebee crawling up a leaf, filling the screen. Nature. Glory. Detail. The bee takes flight, and this frenetic little creature seems laid back, confident, huge. But wait—look closely and you see the bee is wearing goggles and a crash helmet. Why, it's a biker bee, and it mimics its stereotypical human counterpart, slowly yet energetically making its way through the swamp to alight on a bottle of Jack Daniel's—the new honey flavor, of course. The effect is completed with some nice, dirty guitar work from the Stone Foxes, described on their Wikipedia page as a blend of country, rock, and blues. That choice of music could not have been better, and the end result transplants the viewer to stickier, Southern parts. Where it's hot, and you're thirsty, and . . .
Client: Jack Daniel's Tennessee Honey
Agency: Arnold, Boston
Spot: "King Bee"
Chief Creative Officer: Pete Favat
Group Creative Director: Wade Devers
Art Directors: Jeremy Boland, Wade Devers, Allie Hughes
Writer: Peter Hughes
Agency Producers: Billy Near, Bill Goodell, Ben Ouellette
Group Account Director: Paul Nelson
Account Director: Nate Stewart
Account Manager: Shannon Coletti
Director: Pete Candeland
Production Company: Passion Pictures