What Makes Jack, Jack.

Say the name "Jack" in any bar on earth, and everyone knows who you’re talking about. Over time, though, Jack Daniel’s had started to feel more like a logo on a t-shirt than a legendary whiskey.

To make an icon iconic again, we went back to Lynchburg, 1866, grounding our global campaign in the craft that hasn't changed and the five-foot-tall storyteller who started it all. Across film, digital, and OOH, we built a bold new platform that turned Jack from a household name back into an attitude, reminding the world what really makes Jack, JACK.

Client: Jack Daniels Global
Agency: BBDO Chicago
Directed by: Omar Jones

Film