Loose Yourself in the Power of 'Guitar Face' in Campaign from Jack Daniel's

Jack Daniel’s has launched 'In The Moment,' the latest creative work created in partnership with advertising agency Energy BBDO.

Tapping into Jack Daniel’s long and historic connection with the world of music, we see and feel the power of losing yourself in iconic moments; an emotional journey that is underscored by the classic 'Back in Black' track by AC/DC.

The new creative continues the brand's ambition to significantly unify its communications and drive relevance with whiskey drinkers, inspiring them to live in the moment. 

Along with the instantly recognisable soundtrack, there are a number of additional visual reference points that reinforce the undeniable relationship between music and Jack Daniel’s that continues to this day, including Este Haim, Kingfish and St. Vincent. 

Director Omar Jones brought his unique style to the work as well. Everything was shot in Black and White on 16mm film, amping up the authenticity and breathing the bold spirit of Jack Daniel’s into each and every scene.

The result is an iconic piece of film - showcasing Jack’s connection with music lovers, whiskey drinkers and everyone who knows what it means to embrace a moment.

“At Jack Daniel’s, we’ve always been about living life on your own terms and this new creative expresses that exact sentiment while showcasing our ongoing connection to music,” said Jamie Butler, VP, global brand director, Jack Daniel’s. “We’re excited to remind our friends to always ‘live in the moment’ in a big, bold way through this rousing new spot.” 

“Jack Daniel's is such an iconic brand and this campaign leans into the boldness, grit and rock 'n roll spirit that's always made Jack great.” added Jonathan Fussell and Robin Laurens, executive creative directors at Energy BBDO.

The campaign launches this month in the US across TV, online video, OOH and social content.