Rock Out 'In The Moment' With Jack Daniel's

Jack Daniel’s whiskey has a long association with musicians — jazz to country to rock 'n' roll.

Frank Sinatra famously brought a rocks glass onstage in 1955 and said: “Ladies and gentlemen, this is Jack Daniel's, and it's the nectar of the gods.”

Musical connections are again evident with “In The Moment,” the latest creative work by Energy BBDO, Chicago. The music score is a "Back in Black" track by AC/DC.

Directed by Omar Jones, the 30-second spot is shot in black-and-white on 16 mm film. The ad is one of intense raw energy, suggesting whiskey drinkers, like the musicians on stage — Este Haim, Kingfish and St. Vincent — embrace the moment.



The campaign will run in the U.S. across TV, online video, out-of-home and social content.

“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.

Registered by the U.S. Government in 1866 and based in Lynchburg, Tennessee, the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places.

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