On September 26, 2016, Jack Daniel’s launched a series of films that honors their hometown and its people – the individuals dedicated to making the very best whiskey they can, every day.

The series kicked off with the debut of a 60-second anthem spot called “Our Town”. “Our Town” and accompanying 60, 30 and 15-second films will highlight the people of Lynchburg – from its 5th generation residents, to a man that can lift a 526-pound barrel of whiskey, to a woman named Hiawatha Kitty McGee. The stories were designed to reinforce an emotional connection with the Jack Daniel’s faithful and provide a launching point for the next 150 years.

This launch represents a continuation of the brand’s celebration of the 150th Anniversary milestone of the Jack Daniel Distillery – the oldest registered distillery in the U.S. Earlier this year, Jack Daniel’s and Arnold launched The Jack Daniel’s Barrel Hunt to unite Friends of Jack across the globe, with 150 authentic handcrafted whiskey barrels being hidden at historic and cultural sites in more than 55 countries over the course of 90 days. The global program kicked off in Lynchburg, TN on July 1 and runs through September 30.

Additional Resources

Adweek coverage: Jack Daniel’s Puts the Townspeople of Lynchburg Front and Center in Its New Ads

Creativity coverage: Jack Daniel’s Celebrates the Real People of Lynchburg in 150th Anniversary Spots

MediaPost coverage: Jack Daniel’s Celebrates Its Unique Hometown With Videos

Communication Arts coverage: Jack Daniel’s “Our Town” spot