The distorted guitar licks of Link Wray’s “Rumble,” an influential 1958 instrumental that set the tone for hard rock and punk, power this new Arnold Worldwide spot positioning Jack Daniel’s as the “whiskiest whiskey” of all.
Primal and sleek, the proto-metal vibe drives monochrome images of a band rocking out on stage, intercut with scenes from a hoppin’ bar and shots of the Lynchburg, Tenn.-based distiller’s hard-workin’ crew.
With this new push, which also features digital, social and out-of-home treatments, the iconic spirits brand deepens its ties to music and popular culture. Jack Daniel’s staked that claim in previous campaigns centered on crooner Frank Sinatra, who was a big JD fan.
Phil Epps, global brand director, says the music tie-in actually began with the company’s founder.
“Jack Daniel wasn’t much of a musician, but he knew that music had a way of bringing people together,” Epps says. “So in 1892, he funded the instruments for the Silver Cornet Band in Lynchburg.”