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

Director of Global Marketing, Jack Daniel’s: Carmen D’Ascendis
Creative Director:  Jose Luis Martinez

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

Music Recording: Artist: Alecia Shakour with Sam Cohen

Sound Engineer: Mike Secher

Animation – Psyop