Jack Daniels, Energy BBDO respond to social distancing

(First work out of Energy-BBDO addresses quarantine)

With social distancing the new normal, due to the novel coronavirus COVID-19 pandemic, many brands are now looking at their marketing and developing new strategies to reach their consumers. Our sister publication, REEL 360, has looked at McDonald’s and Coca-Cola. Now, a Jack Daniel’s Tennessee Whiskey film shares the new reality we are all facing as humanity and how friends and families around the world are adapting.

And it’s our Reel Ad of the Week.

The spot, titled “With Love, Jack,” launched digitally across Jack Daniel’s social platforms today, March 26, shows the genuine moments that people are having to continue to feel connected. 

The video was created with creative agency partner 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.

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“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.”

Watch below:

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“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 has been doing its part to help in these unprecedented times. Last week the organization 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.

There are now a total of 1,865 With 19 Deaths in Illinois. The number marks an increase of 330 in the last 24 hours, including three new deaths, health officials said Wednesday. It also comes on the fourth day of the state’s stay-at-home order, which remains in effect until April 7.


CLIENT: Brown-Forman

  • Product: Jack Daniel’s
  • Title: With Love, Jack


  • Chief Creative Officers: Josh Gross & Pedro Pérez
  • Chairman: Tonise Paul
  • President & CEO: Jeff Adkins
  • Chief Innovation Officer: Alan Parker
  • Creative Director: Lucas Owens
  • Head of Integrated Production: John Pratt
  • Executive Producer: Jeff Davis
  • Executive Director of Music: Daniel Kuypers
  • Project Manager: Blue Smith
  • Client Service Director: Lianne Sinclair
  • Global Senior Account Director: Greg Morrison
  • Account Supervisor: Arika Jeter
  • Account Executive: Emma Flynn
  • Planning Director: Chase Donahue

EDIT: Flare Chicago

  • Editor: Casey Cobler
  • Sound Engineer: Steven Aguilar
  • Executive Post Producer: Jenny McDonald

SONG: “True Colors”

  • Vocals: Kenny Fleetwood, Whitley Little


Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1