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.