NEW YORK Arnold's latest campaign for Jack Daniel's highlights the whiskey's Tennessee small-town heritage and seeks to spread cheer with two spots running on cable and in cinemas nationwide.
The 30-second ads, which first broke in the U.S. on Thanksgiving Day, continue the postcard-style holiday efforts the company has favored since 1954.
The commercials, titled "Snowman" and "Jack Frost," feature photographs of employees of the famed distillery hanging seasonal accoutrements and engaging in general tomfoolery, such as a snowball fight.
"Snowman" carries the tagline "Lynchburg, population 361. (Unless you count the snowmen)." As the town of Lynchburg's Web site points out, the actual population, as of 2000, was 5,740. The phrase "Lynchburg, population 361" appears on the bottle and is trademarked.
"Jack Frost" employs most of the same images and music as "Snowman," but its tag is "Jack Frost, meet Jack Daniel."
"We're just following along the same lines of the rest of campaign, called 'Slideshow,' showing still photos of Lynchburg," said Corey Favier, an art director at Havas-owned Arnold. "We wanted to keep it on the warmer side by using softening images and showing the camaraderie between the people."
The campaign also includes outdoor and print executions, the latter appearing in publications such as Rolling Stone, Sports Illustrated and Stuff.
That work debuted last month in the U.K., Italy and Hungary.
The European effort differs somewhat from the U.S. ads, said Greg Vogler, an Arnold copywriter.
"The U.K. is more enamored of the history of brand and take the time to read the copy," which goes into more depth in the overseas executions, said Vogler. "It's the kind of classic Americana—an idealized America—that is a welcome change from the reality."