Jack Daniels forgets family in foreign ads

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For the second time in almost 40 years, Jack Daniel's is using strangers to promote its Tennessee whiskey.

In two TV spots airing in Europe, Brazil, and Australia, Jack Daniel's will focus on people outside its Lynchburg, Tenn., distillery community. One ad created by Simmons Durham of St. Louis features an Alaskan bush pilot, the other a New York executive who closes a business deal and then hops on a skateboard to his neighborhood bar to celebrate with friends.

Says agency Creative Director Ted Simmons, "The spots have a highly American feel that is appropriate for positioning of the Jack Daniel's brand in foreign countries."

The spots break in Brazil on Aug. 1 and later this year in Australia. They broke in the Czech Republic on May 10. The distillery used residents of Flagstaff, Ariz., in 1997 ads that ran just in Australia and New Zealand.

Jack Daniel's Tennessee whiskey sold more than 5.7 million cases last year, up 6% from one year earlier. It's a division of Brown-Forman Corp.

Copyright July 1999, Crain Communications Inc.

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