In Jack Daniel's new advert, folks do issues they've at all times needed to do – like throwing a cellphone in a lake
Do you know what you have always dreamed of? Maybe it orders every single menu item, just hell, or honks the horn on a big rig. Or maybe it is scrubbing the record on a turntable at a fancy party or throwing your phone in the lake as far as possible when your boss calls instead of picking up the phone.
In a new location for Jack Daniel's Tennessee Whiskey, which is also launching the brand's first truly global advertising campaign, these scenarios play out in a satisfying mashup. After every spontaneous decision, the character sighs excitedly and says, "I've always wanted to do that."
Of course, there is a bottle of Jack in almost every scene. At the end of the spot, the title of the new Make It Count campaign fills the screen and encourages fans to use their time on this beautiful mess of a planet. It is the brand's first global advertising campaign.
"With Make it Count, we have a long-term platform that resonates with consumers, especially in today's environment," said Matias Bentel, SVP and Chief Brands Officer of Jack Daniel's parent company Brown-Forman, in a statement. Bentel added that he expects the creative to continue driving the brand's globalization.
The campaign launched by Energy BBDO will extend to more than 100 countries worldwide with social, digital, TV and out-of-home components. The TV spot went live in the UK this week.
The Brown-Forman named Energy BBDO the world's record agency for the 154-year-old whiskey brand almost a year ago. The decision followed a month-long global creative review that included reigning agency Arnold, as well as Cramer-Krasselt, FCB Chicago and Gray.
This spring, Jack Daniel posted his first BBDO ad: a pandemic-era ad with user-generated content that shows how people maintain and maintain connections during quarantine.
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