In response to the coronavirus crisis, Jack Daniel’s Tennessee Whiskey released this spot, titled “With Love, Jack,” across its social platforms. The piece shows how people are adapting so that they continue to feel connected while practicing the stay-safe practice of social distancing.
The video was created with agency Energy BBDO from user-generated footage of real human interactions that were filmed authentically, and safely, from home. It features a new rendition of Cyndi Lauper’s “True Colors,” which was also recorded from home by the singers featured in the video, Kenny Fleetwood and Whitley Little.
“Showcasing how our friends around the world are rallying and uniting together during these times was our goal,” said Matt Blevins, Jack Daniel’s Global Brand Director. “It was about capturing real moments that are helping folks find social connection, which is something Jack Daniel’s celebrates.”
“We’ve all had to rapidly adapt to this new reality, and we discovered this magical thing where people are finding really creative and beautiful ways to stay connected during this time of social distancing,” said Josh Gross, co-chief creative officer of Energy BBDO.
“This idea is a celebration of humanity at its best. It’s a timely message of optimism and hope,” added Pedro Pérez, co-chief creative officer of Energy BBDO.
Jack Daniel’s parent company Brown-Forman last week announced a $1 million donation to COVID-19 response funds and the Jack Daniel Distillery has begun aiding production of hand sanitizer for first responders.
This is the first work to come from Brown-Forman’s new creative agency partner, Energy BBDO, which won the business at the end of 2019. The timely activation is a small effort preluding major brand work to come.
CreditsClient Brown-Forman/Jack Daniel’s Agency Energy BBDO Josh Gross, Pedro Perez, co-chief creative officers; Alan Parker, chief innovation officer; Lucas Owens, creative director; John Pratt, head of integrated production; Jeff Davis, executive producer; Daniel Kuypers, executive director of music; Blue Smith, project manager. Editorial Flare Chicago Casey Cobler, editor; Steven Aguilar, sound engineer; Jenny McDonald, executive post producer. Vocals/Song “True Colors”; Kenny Fleetwood, Whitley Little, vocals.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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