Sunday night’s Super Bowl is full of firsts.

It’s the first time the Kansas City Chief’s and San Francisco 49ers have ever faced off in a Super Bowl. Kyle and Mike Shanahan will become the first father-son duo in NFL history to appear in a Super Bowl as head coaches … the younger with the 49ers and the elder with the Denver Broncos. It also marks the first time in the history of the brand that Jack Daniel will air an in-game Super Bowl commercial.

The spot entitled “Our Responsibilities” features lots of local faces and tells the story of the various “responsibilities” at the distillery from whiskey taster to warehousing to Jack Daniel’s Fire Brigade to tour guide … and even the local dog. To view the 30-second commercial, click here.

It’s a little known fact that the National Football League banned liquor advertising during it’s broadcasts until as recently as 2017. This year’s spots are going for an estimated $5 million per 30-second spot.

It’s a logical fit for our local product as they already supports the NBA, MLB, and NHL with national advertising dollars. Arnold Worldwide created the spot and it’s paired with Uber discount codes on social media and in select bars to encourage “drinking responsibly.” According to officials, the ad will air in nine markets including Nashville, so keep your eyes pealed. Cheers y’all. •

{The Lynchburg Times is an independently owned and operated community newspaper that publishes new stories every morning. Covering 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.}