02.11.10

Jack Daniel's "Label Story" TV commercial

TV/Radio Commercials, Consumer

Bicoastal U.S. directing collective Brand New School recently debuted "Old No. 7" spot for Arnold Worldwide client Jack Daniel's Tennessee Whiskey. It’s part of a cross-media campaign that features cinema/broadcast spots and arena executions for exhibition at select major sporting events, that resolve with a "What the label doesn't tell you, a sip will" tag line. Each new spot ("Tennessee" and "Proud" are to follow soon) takes the brand's iconic, ornate label artwork on a lyrical, cinematic journey to visually explore legendary Jack Daniel's folklore. Arnold had a really strong sense of where they wanted to be with these stories; within the label's calligraphic, high contrast, etching-inspired imagery, some of the brand's most compelling stories are presented in a moving narrative context.

Lee Walters, Arnold/Chad Leitz, Arnold, associate creative directors; Wade Devers, Arnold/Wade Paschall, Arnold, creative directors; Pete Favat, Arnold, chief creaitve officer; Jonathan Notaro, Brand New School, director; Mario Stipinovich, Brand New School/Eric Conception, Brand New School, art directors; Ricardo Villavicencio, Brand New School/Stephen Kelleher, Brand New School/Emmett Dzieza, Brand New School, designers; Reaghan Puleo, Arnold, assistant producer; Toby Sowers, Mike Sullo, Brand New School/Heather Weisberg, The Lodge, producers; Billy Near, Arnold/Danny Rosenbloom, Brand New School/Sallie Moore, The Lodge, executive producers; Devin Brook, Brand New School, head of production; Ilona Klaver, Brand New School, production coordinator; Vadim Turchin, Brand New School, CG lead; Eric Concepcion, Brand New School/Han Ho, Brand New School/Mike Garcia, Brand New School/Walter Lubinski, Brand New School/Kim Kehoe, Brand New School/Andre Salyer, Brand New School/Carmine Laietta, Brand

www.arnoldworldwid ... www.brandnewschool.com