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Wetting The Whistle

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Simmons Durham won best of show honors at the St. Louis Addys for its work behind Jack Daniel's whiskey. But no one within thousands of miles of the agency will ever see the commercials, which air only in overseas markets that allow liquor advertising on TV.

The spots continue the focus on Lynchburg, Tenn., where Jack Daniel's is made, which has for many years been a staple of print ads behind the brand. Backed by simple, traditional music, one spot describes how many places the whiskey is available—135 countries—making it ironic that "every drop comes from a town with just one stoplight."

Another shows how little has changed over the years at the distillery, while a third focuses on the master distiller that has been in so many print ads.

The campaign launched in Germany and will move to other markets in Europe and Asia this spring, the agency said.