Gentleman Jack spotHardworking. Genuine. Humble. Just a few words to describe the people of Lynchburg, Tennessee and whiskey makers in the Jack Daniel Distillery. But why not these words? Fashionable. Refined. Polished.
Brown-Forman and Arnold Worldwide are launching a new integrated effort in support of the Gentleman Jack premium Tennessee Whiskey brand, with the goal of introducing and increasing trial among Jack drinkers.
The campaign makes the point that even though Gentleman Jack is a step up in refinement, it’s still from the same people who make Jack Daniel’s, and it’s still made for friends of the brand. Launching nationally on June 5, 2017, the multi-channel effort comes to life through TV, print, influencer partnerships and social media.
Directed by Malcolm Venville, the national TV spot is reminiscent of a “Vanity Fair” photo shoot and features the actual distillery workers from Lynchburg, TN, dressed to the nines and looking distinguished among their usual surroundings. The film reminds viewers that even though they take the time to mellow the Tennessee Whiskey for Gentleman Jack twice, the first and foremost ingredient is, as always, the very genuine people of Lynchburg.
Along with the new creative work, Gentleman Jack will be releasing a limited-edition whiskey later this year. Jack Daniel was held in high regard for his uncommon charcoal mellowed whiskey and his fine tastes as the gentleman distiller of Lynchburg, TN. This special edition is inspired by his one-of-a kind handcrafted Patek Philippe pocket-watch. The metallic engraved label reflects the intricate detail of Jack's own timepiece. To commemorate the moment, we hand selected special barrels to craft an extra mature, 86 proof expression of our double mellowed Gentleman Jack Tennessee Whiskey.
Producer: Dennis Culp
Sound Design: Singing Serpents
Sound Engineer: Howard Carle
Sound Mix: Soundtrack/Boston
Camera: Jody Lee Lipes
Director: Malcolm Venville
Editorial & Online: Michael Heldman, Spot Welders
Executive Producer: Eric Stern, SueEllen Clair
Production Company: Anonymous Content
Line Producer: Jeff Tanner
Post Production / VFX
VFX: Brickyard VFX
VFX Producer: Amy Appleton
Visual Effects Artist: Jimi Simons
Business Affairs: Anne Joynt
Director of Integrated Production: Jon Drawbaugh
Executive Creative Director: Wade Devers
Integrated Producer: Ingrid Adamow
Planner: Vaughn Allen
Print Producer: Julie Powell
Producer: Jake Williams
Social: Jessica Newton, Kyle Beaudouin
Writer: Jack Miller
Brand: Gentleman Jack
Director: Ana Kornegay
Global Brand Director: Matt Blevins
Categories: Alcoholic BeveragesArnold Worldwide, 4 years ago