Pendleton Whisky's new campaign puts a premium on authenticity.

The commercial was shot on a working ranch in Jackson Hole, Wyoming, featuring real cowboys at work.  

The Pendleton spot runs nationally, but its heaviest concentration is in the Western half of the country. No surprise – it's the official whisky of Professional Bull Riders and the Professional Rodeo Cowboys Association.

The creative from Vitro showcases the Western way of life and the reward for a hard day’s work. A honey sweetness with caramel notes are some of the defining characteristics of the brand. 

“The West holds a special place in our cultural imagination,” added Brian Dunaway, creative director, Vitro. “Cowboy values still hold up — and that’s inspiring to everyone.”

Pendleton is a Canadian-styled rye whisky that takes its name from a famed Oregon rodeo show. The rodeo was first held in 1910 and featured a strong Native American presence and traditions. The whisky is distilled and aged for 10 years in American oak barrels, then bottled by Hood River Distillers in Oregon using glacier-fed spring water from Mount Hood.

The new creative evokes the “spirit of the West” and its way of life: roping, cattle drives and hay bailing. The phrase “Let’er Buck,” which personifies the whisky’s rodeo roots, is etched into every bottle of Pendleton Whisky.

“The brand continues its rise in the industry, outpacing the category and up 14.5% versus last year,” said Lander Otegui, senior vice president of marketing at Proximo Spirits. “This new campaign gives viewers a real taste of true Western tradition that Pendleton Whisky wants to celebrate.”

Vitro's client roster includes Petco, Asics and Wild Turkey.