Created in partnership with Energy BBDO, “That’s What Makes Jack, JACK” is a bold, rootsy return to what made Jack Daniel’s an icon. Once the whiskey of choice for cultural legends like Sinatra and the Rolling Stones, Jack is reinforcing its status as a badge of independent spirit for a new generation. The campaign is built on a strategy of embracing Jack’s maverick spirit and highlights everything that makes Jack unique—from its charcoal mellowing process to its unchanging methods straight from Lynchburg, Tennessee. Jack Daniel’s stands apart due to its enduring commitment to traditional methods and genuine character—a legacy that dates back to the processes pioneered by Jack Daniel himself. The new creative puts this distinctiveness front and centre, celebrating the flavour that’s both authentic and timeless. Shot at the Jack Daniel Distillery, the film grounds the work in real, unfiltered authenticity and reinforces Jack’s relentless dedication to never cutting corners.
