With Love, Jack
Brown-Forman
Issue 55 | June 2020
Agency
Energy BBDO
Creative Team
Chief Creative Officers Josh Gross, Pedro Pérez Creative Director Lucas Owens
Production Team
Editorial Company Flare Chicago Head of Integrated Production John Pratt Executive Producer Jeff Davis Executive Director of Music Daniel Kuypers Project Manager Blue Smith
Other Credits
President & CEO Jeff Adkins Chief Strategy Offcer Larry Gies Chief Innovation Offcer Alan Parker Client Service Director Lianne Sinclair Global Senior Account Director Greg Morrison Account Supervisor Arika Jeter Account Executive Emma Flynn Planning Director Chase Donahue
Date
March 2020
Background
Jack Daniel's wanted a gentle reminder for people to stay home to combat the spread, while also acknowledging the human need to socialise safely.
Idea
The video was created from user-generated footage of real human interactions. It described the resilience of the human spirit by depicting many of the inventive ways that people were able to connect while practicing social distancing.
It featured a new version of Cindy Lauper’s song “True Colors”, recorded in their homes by the singers in the video. It was all wrapped up by the line, “Dear Humanity, thanks for making social distancing social. With love, Jack.
Results
The spot was posted in 55 countries, driving 150 million impressions in the first week.
Our Thoughts
Very tricky for alcohol brands in this period. People are still drinking. Actually, according to some reports they are drinking more.
Jack Daniels wanted to raise awareness but definitely did not want to come across as cynical or opportunistic. They managed the balancing act rather well. Cheers, Jack