Jack Daniel's Celebrates the Real People of Lynchburg in 150th Anniversary Spots
Campaign Singles Out Hometown's Modern Day Inhabitants
Sep 27, 2016
Jack Daniel's hometown of Lynchburg, Tennessee has always featured strongly in the brand's advertising, but often with a somewhat nostalgic touch. But in a new set of spots celebrating its 150th anniversary year, the brand honors the town's modern-day, real-life inhabitants.
The anthem spot, by Arnold Worldwide, sees a bunch of people congregating on a hillside, as the voiceover explains who they are -- the people of Lynchburg. Some are then singled out for special mention -- veterans, people born there, fifth-generation Lynchburgers, even one woman named "Hiawatha Kitty McGee." We also get to see the descendants of Jack Daniel, a woman from Taiwan and a German dog. The spots ends with the worlds: "If you can't get here, just look for one of our postcards. We send them all over, they look like this," as we see a bottle of Jack Daniel's.