Jack Daniels Spreads a Message of Love During Covid-19 Pandemic

Jack Daniel’s Tennessee Whiskey are making self-isolation a little easier in its latest campaign.  

The film shares the new reality we are all facing as humanity and how our friends around the world are adapting. It shows the genuine moments that people are having to continue to feel connected. 

The spot, titled ‘With Love, Jack,’ launched digitally across Jack Daniel’s social platforms from March 26th.

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 Colours,’ which was also recorded from home by the singers featured in the video, Kenny Fleetwood and Whitley Little.

“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.”

“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 organisation announced a $1million 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.