Jack Daniel’s Helps to ‘Deepen the Bond’ between Martin and Roman Kemp in New Father’s Day Campaign

Jack Daniel's UK, today unveils their new Father’s Day campaign, ‘Deepen the Bond’, featuring Martin and Roman Kemp. Created by Iris, the global creative innovation network, the social campaign brings to life Jack Daniel’s’ new Bonded whiskey by helping sons and daughters strengthen their own bonds with their fathers.

Iris has worked with Jack Daniel’s and adored father and son duo, Martin and Roman Kemp. The campaign encourages sons and daughters across the UK to deepen the bond with their father figures. As part of the Jack Daniel’s ‘Deepen the Bond’ Father’s Day campaign, nine questions have been created to help people uncover their father’s memories and spark conversations about their life in order to bring them even closer together.

The 90 second social reel will launch across Jack Daniel’s social media channels including Instagram and Facebook, showing the pair sitting together with a bottle of the new Jack Daniel’s Bonded whiskey. Roman asks his father the nine questions, which explore some of the most memorable moments in his life that have made him the father he is today. The questions include “what’s a phase that you went through growing up that you still cringe about?”, “who was your celebrity crush?”, “when was the last time you cried?” and “what’s a lesson in life that everyone should learn?”. The questions are available on the Jack Daniel’s UK Instagram page, encouraging sons and daughters from across the country to explore these questions with their own fathers on this dedicated day.

The hero reel will also be supported by three cut downs and Instagram engagement mechanics, including the use of question boxes, to drive further engagement.

Caroline Lesur, head of marketing Jack Daniel’s UK, commented on the new campaign: “It’s great to be continuing our collaboration with an agency that always brings energy to the table. This campaign is particularly exciting as it looks to celebrate the special bond we have with our dads or fatherly figures. What a better way to savour those precious moments than with a glass of our new Jack Daniel’s Bonded whiskey.”

Charlotte Coombes, group account director at Iris, said: “54% of fathers feel they are not devoting enough quality time to their children, whilst 42% are unable to spend enough time with them. We’ve loved working closely with Jack Daniel’s on such a meaningful and special project.”