The folks at Arnold, which of course underwent a bit of creative restructuring last week, have returned with a new campaign for Jack Daniel’s, veering from the folksier, Americana-themed efforts of past years to highlight the Tennesee Whiskey brand’s longstanding relationship with rock ‘n roll.

Never mind the association with artists like Kid Rock or those insatiable rockers in Motley Crue (the latter of whom, if you remember, even featured a likeness of a JD bottle on the cover of their must-read autobiography, The Dirt). Rock’s alliance with Jack Daniel’s goes way deeper according to this Arnold’s new TV/web effort for the brand called “Legend.”

Photographer Danny Clinch plays a key role in “Legend,” and along with his work (see a behind-the-scenes clip here) and shots in and out of legendary venues, the campaign features everyone from Frank Sinatra to Bad Brains. The tagged :30 clip above lets you scroll though frame-by-frame and you can peep the web component here.