Jack Daniel’s new $2.3M ‘Sinatra Select’ campaign (inspired by its biggest fan) that just launched – and timed to be in place for the 100th anniversary of Frank Sinatra’s birth in 2015. An authentic connection with a deep backstory between the two American icons is weaved together with animation throughout the new ad. Legend has it that Sinatra was introduced to JDW in the late ‘40s by Jackie Gleason and was known to make frequent mentions of Jack on stage, including toasting audiences with a glass in hand. "That’s the nectar of the gods, baby.” The spot rolls out in select markets: New York, Chicago, San Francisco, Miami, and of course, Las Vegas. Goes national in June.
Credits
Client: Jack Daniels
Title: “Frank The Man"
Agency: Arnold Worldwide
Executive Creative Directors: Wade Devers and Pete Johnson
Group Creative Director: Erik Enberg
Creative Director: Greg Almeida
Art Director: Daran Brossard
Copywriter: Greg Almeida
Producers: William Near and Benjamin Ouellette
Assistant Producers: Alex Saevitz
Business Affairs: Maria Rougvie
Marketing Producers: Paul Nelson, Emily Brooks, Shannon Coletti and Nicolle Fagan
Production Company: Elastic Pictures
Production Company Executive Producer: Jennifer Sofio
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
