Gentleman Jack: Milestones

Gentleman Jack Double-Mellowed Tennessee Whiskey has launched "Milestones," the brand’s first spot in the global "Make it Count" campaign for the Jack Daniel’s brand family. The super-premium whiskey’s campaign encourages consumers to mark the special moments with the people who matter most. Although we often think of only honoring the big moments, like a graduation, they contend that the smaller ones, like finally beating your dad in chess, are also worth commemorating. The campaign is brought to life through multiple executions on TV, social, and online video and will run in markets including the US, UK, Australia and Germany. The new Gentleman Jack campaign is by creative agency Energy BBDO (Chicago). The :30 spot is part of Jack Daniel’s “Make It Count” campaign which encourages consumers to live boldly, just as Jack Daniel did himself. The inspiration for the campaign came from how Gentleman Jack has been consumed in the past – as a super-premium, double mellowed whiskey it has historically been used to celebrate special occasions. For this spot the brand wanted to carry on the tradition but give it a twist, calling attention to all of the quieter moments in our lives that are equally worth celebrating.