Gentleman Jack Tennessee Whiskey Wants to Celebrate the Everyday Milestones

Today, June 1st, Gentleman Jack Double-Mellowed Tennessee Whiskey has launched ‘Milestones,’ the brand’s first spot in the global ‘Make it Count’ campaign for the Jack Daniel’s brand family. The super-premium whiskey’s campaign encourages consumers to mark the special moments with the people who matter most. Although we often think of only honouring the big moments, like a graduation, they contend that the smaller ones, like finally beating your dad in chess, are also worth commemorating. The campaign is brought to life through multiple executions on TV, social, and online video and will run in markets including the US, UK, Australia and Germany.

The new Gentleman Jack campaign is by creative agency Energy BBDO (Chicago). The :30 spot is part of Jack Daniel’s “Make It Count” campaign which encourages consumers to live boldly, just as Jack Daniel did himself. 

“Since 1987 Gentleman Jack’s double-mellowed whiskey has been perfectly fitting for celebrating life’s special occasions,” said Mark Grindstaff, group brand director Jack Daniel’s Super-Premium Brands. “For this spot we wanted to carry on that tradition but also call attention to the smaller moments in our lives that are equally worth celebrating.”

The inspiration for the campaign came from how Gentleman Jack has been consumed in the past – as a super-premium, double mellowed whiskey it has historically been used to celebrate special occasions. For this spot the brand wanted to carry on the tradition but give it a twist, calling attention to all of the quieter moments in our lives that are equally worth celebrating.

“The father daughter chess scene was easily the most fun to watch play out during filming,” said Lucas Owens, creative director at Energy BBDO. “Since the majority of us had seen Queen’s Gambit, we all seemed to feel like we were chess experts. We were wrong, but it was fun to pretend for a little while.”

‘Milestones’ was shot in Barcelona, Spain, following all social distancing protocols. The director, Ian Pons Jewell, and production company, Reset, worked previously with Jack Daniel’s and Energy BBDO to create 'First Timers.' Their continued collaboration made the 'Milestones' shoot incredibly smooth, just like Gentleman Jack. Jack Daniel’s 'First Timers' premiered in September 2020, launching the global 'Make It Count' platform.