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Think whiskey, think Jack Daniel’s. The Tennessee sour mash brand has become as recognisable a sight in tube stations as it is in supermarkets, thanks to a long history of eloquent and nostalgic adverts.
We love the way that Jack Daniel’s uses black and white images to evoke the brand’s history. But as you’d expect, it’s the great copy that makes the adverts really stand out to us.
Fantastic one-liners are delivered with a consistent tone of voice, and the twang of the USA’s Deep South is unmistakable.
A photograph of three men relaxing with their arms folded, dressed in shirts, overalls and caps, is brought to life by the caption: ‘Ask our barrelmen what makes whiskey-making the ideal job. They’ll likely tell you it’s the “whiskey-making”.’
The image of a long, perfectly-lit line of wooden barrels is marked: ‘With all due respect to progress, the world could use a little less plastic.’
Read a series of the adverts in succession and you’ll find that a story begins to develop. You can imagine the slow, labour-of-love production of the whiskey by dedicated barrelmen unperturbed by the passage of time. When you’re choosing a bottle from the packed spirits section of a shop, it’s a persuasive narrative.
A final advertisement has the line: ‘The source of more than a few good stories.’
Every Jack Daniel’s advert tells a story with copy that reveals a personality as deep and rich as the whiskey itself. Equally importantly – this story sells whiskey.
What’s your favourite advert at the moment? Whether it’s the beautiful design or the compelling copy that you love – we want to hear about it! Just leave a comment in the box below.