New Jack Daniel’s Ad Toasts Social Distancing—and Connection—During Coronavirus

Energy BBDO shows the power of togetherness

Here's to social distancing. Brown-Forman

Agencies and brands must now contend with a new production reality when it comes to releasing work that connects to the coronavirus pandemic. Instead of location shoots, most rely on stock footage or user-generated content.

Jack Daniel’s new spot from Energy BBDO uses the latter.

“We’ve all had to rapidly adapt to this new reality, and we discovered this magical thing where people are finding really creative and beautiful ways to stay connected during this time of social distancing,” said Josh Gross, co-chief creative officer at Energy BBDO.

With a rendition of Cyndi Lauper’s “True Colors” serving as the background, the spot features user-generated content of real human interaction. All of the footage was edited to illustrate the importance of social distancing, but still manages to retain the spirit of togetherness.

“Showcasing how our friends around the world are rallying and uniting together during these times was our goal,” said Matt Blevins, global brand director of Jack Daniel’s. “It was about capturing real moments that are helping folks find social connection, which is something Jack Daniel’s celebrates.”

“This idea is a celebration of humanity at its best. It’s a timely message of optimism and hope,” added Pedro Pérez, co-CCO of Energy BBDO.

The brand’s parent company, Brown-Forman, announced a $1 million donation to COVID-19 response funds. Like other distillers, Jack Daniel’s is aiding in the production of hand sanitizer for first responders.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.