Brown-Forman and Arnold Worldwide launched in US 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 aims to reinforce the point that even though Gentleman Jack is a step up in refinement, it’s still coming from the same people who make Jack Daniel’s, and it’s still made for friends of the brand.
The multi-channel campaign 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.
Matt Blevins, Gentleman Jack Global Brand Director:
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 may be extra refined through our double-mellowing process, but it’s as true as ever to the place and people in Lynchburg, Tennessee.
Arnold Worldwide Creative Team (Wade Devers – Managing Partner, Executive Creative Director, Chris Valencius – SVP, Creative Director/Art Director & Gregg Nelson – VP, Creative Director/Copywriter):
Gentleman Jack is about that extra layer of refinement, but we knew we had to stay true to the people in Lynchburg who make it. So we took that head on and had fun. The distillery workers were totally up for it, so we brought in the best Hollywood stylists and gave them “Vanity Fair”-style treatment. And Malcolm Venville’s eye for it was incredible. Everybody would be joking around, but then the distillery workers would step in front of the camera and we’d be blown away. All of a sudden you were in the presence of Tennessee Whiskey royalty. Then, of course, you’d yell ‘cut’ and everybody would start joking again.
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 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