Arnold launched a new spot promoting Jack Daniel’s double charcoal filtered offering, Gentleman Jack.
As with past efforts for the brand, Arnold present the product through the lens of the people of Lynchburg, Tennessee who craft Jack Daniel’s. Directed by Anonymous Content’s Malcolm Venville, the spot begins with the voiceover, “These are the people who make Gentleman Jack,” over shots of employees in fancy suits and dresses. After describing them as “cultured” and “refined” it drops the act and admits that it’s the same folks who make Old Number 7, as they appear in their regular garb, “They simply take the time to mellow it twice.”
The meta approach sees Arnold take a stab at luxury alcohol advertising, presenting Gentleman Jack as a sophisticated but unpretentious whiskey for everyone. It also attempts to walk the fine line of presenting Gentleman Jack as familiar enough to appeal to loyalists but different enough to justify the inflated price. In addition to the spot, the campaign will also include the rollout of a limited edition, 86-proof version of Gentleman Jack, inspired by Jack Daniel’s Patek Philippe pocket-watch.
“With this new campaign, we want to connect Gentleman Jack to the same thing that makes Jack Daniel’s special. It’s the pride and craftsmanship that goes into our whiskey,” Gentleman Jack global brand director Matt Blevins said in a statement. “Gentleman Jack may be extra refined through our double-mellowing process, but it’s as true as ever to the place and people in Lynchburg, Tennessee.”
Credits:
Client: Jack Daniel’s
Global Brand Director, Jack Daniel’s Gentleman Jack & Single Barrel: Matt Blevins
North America Brand Director, Jack Daniel’s Craft & Luxury: Ana Kornegay
Agency: Arnold Worldwide
Managing Partner, Executive Creative Director: Wade Devers
SVP, Creative Director/Art Director: Chris Valencius
VP, Creative Director/Copywriter: Gregg Nelson
Copywriter: Jack Miller
Director of Integrated Production: Jon Drawbaugh
Integrated Producer: Ingrid Adamow
Print Producer: Julie Powell
Assistant Broadcast Producer: Jake Williams
Business Affairs: Anne Joynt
Social Content: Jessica Newton and Kyle Beaudouin
Planner: Vaughn Allen
Marketing: Paul Nelson and Mallory Brannan
Production Partners:
Production Company: Anonymous Content
Executive Producer: Eric Stern and SueEllen Clair
Line Producer: Jeff Tanner
Director: Malcolm Venville
Cinematographer: Jody Lee Lipes
Editorial Company: Spot Welders
Editor: Michael Heldman
Music: Singing Serpent
Executive Producer: Dennis Culp
VFX: Brickyard VFX
VFX Artist: Jimi Simmons
VFX Executive Producer: Amy Appleton
Sound Mix: Soundtrack/Boston
Engineer: Howard Carle
Ginger Ludwig
VP, Director of Agency Communications