Ad of the Day: Jack Daniel’s changes its iconic t-shirt design for the first time ever
The bourbon brand has teamed up with Wesley Joseph for a spot that leverages its most recognizable asset and uses it to create a buzz for younger audiences. It’s a fun and fresh move, landing it our top spot today.
Jack Daniel’s has linked up with filmmaker, songwriter and music producer Wesley Joseph on its ‘Jack the Locker’ campaign. The ad is fast-paced, youthful and fun with an upbeat soundtrack that takes the viewer through an urban landscape after sundown.
The striking visuals of the ad, which was created by Iris, appear to draw inspiration from the notable style of German photographer Rut Blees Luxemburg. Her ‘city after dark’ style imagery has graced album covers of bands like The Streets and Bloc Party.
But at the heart of this project is Wesley’s re-imagining of the classic JD logo for the first time ever and the ‘hacking’ of parcel delivery lockers to give people a chance to get their hands on one of the exclusive tees. The campaign ingeniously leverages Jack Daniel’s most recognizable asset to capture attention and resonate with new audiences.
By choosing a brand ambassador who has an engaged fan base, Jack Daniel’s is cleverly highlighting that subcultures hold more power over adult Gen Z than the mainstream. By tapping into these more niche communities, Jack Daniel’s is positioning itself as a forward-thinking and modern brand that understands that talking to the masses just isn’t going to cut through.
What also makes this ad great is the creative powerhouse behind the work. The film was directed by multi-award-winning director Chris Chuky through Eleanor Films, the first and only Black and woman-owned production company in both the US and UK.
Credits
Creative agency: Iris
Group account director: Charlotte Coombes
Account directors: Helen Barrett and Fran Moore
Strategy director: Dani Dullaghan
Social strategist: Callum Richie
Community manager: Larissa Andrianakos
Head of PR and partnerships: Rachel Byles
PR and partnerships director: Ashley Phillips
PR and partnerships manager: Teresa Luparini
Integrated producer: Hannah Lawrence
Chief creative officer: Grant Hunter
Associate creative director: Jan Pruijser
Junior creative: Ben Parmenter
Junior creative: Keilan Grant
Designer: Nicole Vanner
Senior designer: Filipe Alonso
Head of artwork: Billy Thomas
Motion designer: Benjamin Lau
Production manager: Guy Cain
Eleanor Films
Director: Chris Chuky
Creative producer: Tony Longe
Executive producer: Jack Howard
Editor: Lauzza
Cinematographer: Ethan Lodge
Art director: Joe Munro
First AD: George Nelson
Executive music producer: Lostboy