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.