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Posts Tagged ‘Carmen D’Ascendis’

Arnold, Jack Daniel’s Bring Back King Bee, This Time with a Swarm

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

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Gentleman Jack Returns to TV via Secret ‘Order’

According to the parties involved, specifically Arnold Worldwide and Jack Daniel’s, the spot above marks the first one in a quarter-century for the latter spirits brand’s Gentleman Jack rare premium whiskey line. The focal point of the campaign is what agency and brand are dubbing “The Order of the Gentleman,” which sounds like a more refined version of the Stonecutters or the secret society/motley crew assembled by Jagermeister and Mistress. The spot itself called “Secret Meetings,” which debuted during last night’s premiere of Anthony Bourdain‘s new CNN show, Parts Unknown, stars apparent “Order of the Gentleman” member Titus Welliver, who among other things has appeared in all three Ben Affleck-directed movies in recent years.

As we’ve been told, the somewhat mysterious clip above is just the beginning of a campaign that will roll out over the next few months and includes online components among other things. Indulge your urbane self further if you care to here. Credits after the jump.

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Jack Daniel’s Celebrates America’s Hand-Crafted, Independent Spirit

“Craft is about a commitment to a standard, and to a way of doing things…a real appreciation of doing things the right way,” Christian Helms, an Austin, TX native who’s one of Jack Daniel’s annual Independence Day poster creators. This year, Arnold Worldwide’s moving from Yee-Haw Industries and working with independent artists from not only Austin, but Berkeley, CA and Brooklyn, NY to create hand-made posters representing the importance of tradition and craft.

The American whiskey brand documented each poster-maker’s process, reflecting the time and energy put into their unique creations. Jack Daniel’s still mass-manufactures their whiskey (otherwise you couldn’t buy it for 15.00 at your local liquor store), but this campaign gets at the down-home, historic roots of the amber liquid creators.

The videos are featured on Jack Daniel’s newly redesigned website (also an homage to the history behind the brand) and on Facebook. They’ll also be shown in bars across the nation, alongside the finished posters.

America the Beautiful: where independent artists, international agencies, and whiskey giants celebrate together. Happy fourth!

More images, videos, and credits after the jump.

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