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Clever Creative: You Don’t Know Jack

This Jack Daniel’s commercial is anything but dry, unlike the county it resides in.

Clever Creative: You Don’t Know Jack

Posted Wednesday September 28th, 2016 by in Creativity + Art.

Think you already know everything about the famous black label whiskey brand? Today’s Clever Creative will show you that you don’t know Jack. This new creative from Jack Daniel’s is the first since the company’s push for their Frank Sinatra special edition that came out earlier this year. The ad starts off in a sunny field in, as the voice over reveals, Lynchburg, Tennessee. It then goes on to introduce us to some of the colorful characters in the small town of 600. All of these people are the neighbors of the Jack Daniel’s distillery, which is another important resident in the community. This ad was created to celebrate the heritage and history of the 150-year-old distillery and the town that has been its home for equally as long. This Jack Daniel’s commercial is anything but dry, unlike the county it resides in, so check it out!

Why our GEMites liked this clever creative:

Authenticity is a key value that makes GEM who we are. We make sure to find clients that have values that align with our own and are open to creative that is real and authentic. So, naturally, we love this Jack Daniel’s ad. Their genuine marketing is not only present in their creative, but can even be seen in the packaging of the product. Each Jack Daniel’s bottle has their signature black label that tells the story of Jasper Newton “Jack” Daniel, he establishment of the distillery, and their original whiskey-making process that stills occurs today. The company stays true to its heritage in everything they do and it conveys that in their messaging.

We love this ad because it shows the authenticity of the company by saying even though Jack Daniel’s is a worldwide brand, we’re still distilling it only in Lynchburg, Tennessee, its original birthplace. If you thought that Jack Daniel’s is just like any other whiskey brand, then it proves that you don’t know Jack.

Why our fellow creatives should like this:

Many companies are starting to figure out that consumers don’t trust ads, especially millennial consumers. Since people have a strong mistrust of the messaging in ads, it is becoming extremely important for marketers to make them more genuine. The reason you should like this new Jack Daniel’s ad is the same reason we like it: its authenticity. We like the ad because it aligns with our values, but our fellow creatives should like it because the honesty of the ad can be used as a tool to reach more people. The setting, music, people, and even the chairs are all little details that help make the ad more authentic. When creating your own ad, it’s important to focus on those little aspects that can really make the ad more genuine.

Another great facet of this ad was the “postcards” bit, which the company brought back from their 1950s print ads. It’s not only a nod to their long-standing history, but also a nostalgia tactic that will hit home with some people who saw those original ads. If there’s one thing we can take away from this creative, it’s that being true to your company and product can send a powerful message that more people are willing to listen to.

Let us know what you think, and look out for next week’s installment of Clever Creatives!

If you’re looking for some clever creative of your own, feel free to contact us.


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