Last year, Arnold Worldwide launched an anthem ad for Jack Daniel’s, celebrating the brand’s 150th anniversary with a look at the town where it’s made: Lynchburg, Tennessee.
In its latest effort for the Brown-Forman whiskey brand, the people of Lynchburg have a rather unlikely request: an NBA team. While residents of the town of 572 know it’s “not the most exciting place in the world” they claim to have “no shortage of team spirit.” We’re not sure that’s enough to fill seats, though.
The people of the town also “know a thing or two about developing a franchise.” Guess you can’t argue with that one.
The 30-second spot features a cameo from former NBA star and current broadcaster Bill Walton and concludes by admitting Jack Daniel’s is the most exciting thing about the town…for now.
The campaign rolls out on broadcast nationally beginning tomorrow, as the NBA Playoffs continue to progress through the second round.
“In Lynchburg, TN, they have some NBA fans for sure. But we’re not kidding anyone. They’re whiskey makers, first and foremost,” Arnold Worldwide senior vice president, creative director Chris Valencius and vice president, creative director Gregg Nelson said in a statement. “And they have a history of doing things their own way. So when Jack and the NBA became partners, we decided to do the only rational thing: help them get their own NBA team. These are people who’ve never let the smallness of their community stop them from doing big things, so it just felt right.”
Client: Brown-Forman/Jack Daniel’s
Agency: Arnold Worldwide
Managing Partner, Executive Creative Director: Wade Devers
SVP, Creative Director: Chris Valencius
VP, Creative Director: Gregg Nelson
Art Director: Jennifer Fisher
Art Director: Zac Carroll
Associate Broadcast Producer: Pat Carney
Assistant Broadcast Producer: Jake Williams
EVP, Director of Business Affairs: Anne Joynt
Managing Director: Paul Nelson
Senior Marketing Manager: Mallory Brannan
Project Manager: Cyan Dana
Production Company: Independent Media, Inc.
Production Company Executive Producer: Susanne Preissler
Director: Claire Scanlon
Director of Photography: Janusz Kaminski
Line Producer: Karen Rohrbacher
Bill Walton Shot:
Production Company: Cosmic Pictures (Salt Lake City, UT)
Production Company Executive Producer: Linda Hart
Director: Greg Kiefer
Line Producer: Peggy Stuber
Editorial Company: Lost Planet
Editorial Producer: Casey Cayko
Editor: Charlie Johnston
Assistant Editor: Tom Akey
Music Company: Singing Serpent
Music Composer: Jimmy Reeves
Music Executive Producer: Dennis Culp
Recording Studio: Sound Lounge
Recording Engineer: Tom Juccarone