Jack wants you to “Make It Count” in new ad campaign

What have you always wanted to do? Jack Daniel’s wants to know in its new Make It Count campaign. (Art courtesy of Jack Daniel’s Distillery)

Order one of everything on the menu, throw your ringing cell phone in the lake, order a round for the entire bar … what have you always wanted to do?

That’s the question Jack Daniel’s asks in their new Make It Count ad campaign, which launched globally on October 1. The campaign will appear on TV, social media, digital, and print platforms in over 100 countries.

According to a press release, the new campaign is meant to showcase the Lynchburg distillery’s unique view of the world — “to live boldly and with purpose every day, much like Mr. Jack did throughout his own life.”

The 60 second First Timers video highlights a group of Jack Daniel’s drinkers deciding to live boldly and do things they’ve always wanted to do. A production team shot the new video in Kiev, Ukraine over five days while the creative and clients teams watched from an appropriate social distance on Zoom. To watch the video, click here.

The brainchild of creative agency Energy BBDO, the inspiration for the campaign came from a vintage Jack Daniel’s ad that read: Proudly served in fine establishments and questionable joints. It’s a reminder that Jack Daniels is for everyone.

“Relaunching an iconic brand like Jack Daniel’s? We’ve always wanted to do that. It has been a wonderful collaboration with our client partners, and we’re thrilled for what’s to come,” said Josh Gross and Pedro Pérez, Co-Chief Creative Officers of Energy BBDO.

Media agency Spark Foundry will handle the global ad buy. •

{The Lynchburg Times is the only independently owned and operated newspaper in Lynchburg, Tennessee. We cover Metro Moore County government, Jack Daniel’s Distillery, Nearest Green Distillery, Tims Ford State Park, Motlow State Community College, Moore County High School, Moore County Middle School, Lynchburg Elementary, Raider Sports, plus regional and state news.}

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