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Jack Daniel’s “Legend” TV spot

TV/Radio Commercials, Consumer

Revered by rock stars and loved by groupies, Jack Daniel’s Tennessee Whiskey has been an integral part of rock ’n’ roll since the very beginning. In this spot, ad agency Arnold Worldwide chose to strengthen Jack’s very real association with music by using the places, bands and personalities that joined it along the way. The agency paints a portrait of the legendary whiskey using historical film, dive-bar graffiti, concert flyers, sheet music, ticket stubs and venue marquees. For authenticity, the bottle was shot backstage at the historic Roseland Ballroom in New York City by legendary rock photographer Danny Clinch. A classic Bolex camera, along with black and white 16mm film give the bottle a gritty, timeless look. Buried deep in the layers of this spot you'll find the likes of: Frank Sinatra, Joey Ramone, Freddie King, Bad Brains, The Damned, Sun Records, Subpop, Mudhoney, Ernest Tubb, The Meat Puppets and more. Check out the behind-the-scenes video.

Travis Robertson, art director; Todd Mitchell, writer; Pete Favat, chief creative officer; Wade Devers, executive creative director,William Near, producer; Alex Saevitz, assistant producer; Milkt Films, production company; Danny Clinch, director; Lindha Narvaez, executive producer; Vance Burberry, cinematographer; Lost Planet, editorial company; Max Koepke, editor; Fergus McCall, The Mill, colorist; Max Koepke/Rex Recker, sound designers; Yellowbirds, music; Rex Recker, Audio Engine, sound engineer; Tim Farrell, Black Hole, VFX.