Jack Daniel’s Tennessee Honey Whiskey has been repped by King Bee for a while now, with the insect always fiercely flying, always backed by rock and roll. In the latest spot, King Bee is followed by his swarm, representing the followers the brand has gained in the last year.
Pre-released on Twitter and Facebook, “Swarm” amassed over 10 million impressions before launching on TV. Though it was apparently carefully calibrated to get the right lighting and “a gritty feeling” (essential for any American whiskey brand), the spot’s not exactly rife with excitement or engagement. It works for exactly 30 seconds, though, and with the accompanying copywriting- “Like any good night out, things get interesting when there’s a swarm.” and “Fly straight. Drink responsibly,” King Bee and his crew get get an A for effort.
Credits after the jump
Chief Creative Officer: Pete Favat
Executive Creative Director: Wade Devers
Group Creative Director: Pete Johnson
Art Director: Alyssa Wilson
Copywriter: Peter Hughes
Producer: William Near
Assistant Producer: Alex Saevitz
Production Company: Smuggler
Production Company Executive Producer: Allison Kunzman
Production Company Line Producer: Michael Schlenker
Cinematographer: Robert Elswit
Editorial Company: Lost Planet
Editor: Max Koepke
Colorist: Tom Poole
Sound Designer: Max Koepke, Mike Secher
Sound Engineer: Mike Secher
Animation – Psyop
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