Jack Daniel's Launches New Creative

Jack Daniel’s launched “In The Moment,”  the latest creative work created in partnership with advertising agency Energy BBDO.

Tapping into Jack Daniel’s long and historic connection with the world of music, we see and feel the power of losing yourself in iconic moments; an emotional journey that is underscored by the classic “Back in Black” track by AC/DC.

The new creative continues the brand's ambition to significantly unify its communications and drive relevance with whiskey drinkers, inspiring them to live in the moment. 

Along with the instantly recognizable soundtrack, there are a number of additional visual reference points that reinforce the undeniable relationship between music and Jack Daniel’s that continues to this day, including Este Haim, Christone "Kingfish" Ingram and St. Vincent. 

Director Omar Jones brought his unique style to the work as well. Everything was shot in Black & White on 16mm film, amping up the authenticity and breathing the bold spirit of Jack Daniel’s into each and every scene.

“At Jack Daniel’s, we’ve always been about living life on your own terms and this new creative expresses that exact sentiment while showcasing our ongoing connection to music,"  said Jamie Butler, VP, Global Brand Director, Jack Daniel’s. “We’re excited to remind our friends to always ‘live in the moment’ in a big, bold way through this rousing new spot.”