Jack Daniel's Puts the Townspeople of Lynchburg Front and Center in Its New Ads

Town of 600 has plenty of colorful characters


If you don't know jack about the townsfolk of Lynchburg, Tenn., that's about to change.

Lynchburg's most famous resident, Brown-Forman brand Jack Daniel's, puts the spotlight on some of its less-renowned neighbors in new ads from Arnold Worldwide created for the distillery's 150th anniversary.

An anthem spot breaking today opens on a sun-kissed field of tall grass, with locals popping in and out of the frame as a Southern-fried fiddle plays in the background.

We briefly meet, among others, a young woman who immigrated to Lynchburg from Taiwan; a gray-haired lady named Hiawatha Kitty McGee; and a burly dude who can heft 500-pound barrels of whiskey:

Jack's no stranger to invoking its heritage, and this latest push, labeled "Our Town" (Thornton Wilder would be proud), marks a roots return for the brand after recent promos focused on Frank Sinatra.

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