From Arnold Worldwide comes a new campaign for Jack Daniel’s that lauds the seriousness of responsible drinking. And, who better to instruct America’s whiskey drinking public on the importance of togetherness and watching your friends’ backs than Georgia-based Grammy-winning country group, the Zac Brown Band? With beards like that, it’s fully believable that the band has some veteran experience with imbibing Tennessee bourbon.

As you might recall, Jack Daniel’s partnered with ZBB in August for an integrated campaign and tour dates that included some heavily sponsored sold-out tour dates. As part of the next phase of the campaign, ZBB is starring in two new TV spots for Jack, beginning with “Responsibility” (above). With the tagline “Protect Your Band,” ZBB calls for the watching over of one’s bros when leisurely ingesting liquor.

So, dear readers, when the upcoming weekend threatens to claim one of your own, remember the wise words of the Zac Brown Band, and leave no man behind. Credits and one more spot follow after the jump.

“Protect your Band”
Director of Global Marketing, Jack Daniel’s: Carmen D’Ascendis
Chief Creative Officer: Pete Favat
Executive Creative Director: Wade Devers
Associate Creative Director, Copywriter: Todd Mitchell
Associate Creative Director, Art Director: Corey Favier
Sr. Producer: Billy Near
Producer: Ben Ouellette
Business Affairs: Maria Rougvie
Project Management: Lauren Butterworth
Account Management: Paul Nelson, Nate Stewart, Shannon Coletti, Arden Clapp
Production Company: Radical Media
Director: Zack Merck
Post-Production: Lost Planet
Sound Engineer: Audio Engine

“Final Touch”
Director of Global Marketing, Jack Daniel’s: Carmen D’Ascendis
Chief Creative Officer: Pete Favat
Executive Creative Director: Wade Devers
Associate Creative Director, Copywriter: Todd Mitchell
Associate Creative Director, Art Director: Corey Favier
Sr. Producer: Billy Near
Producer: Ben Ouellette
Business Affairs: Maria Rougvie
Project Management: Lauren Butterworth
Account Management: Paul Nelson, Nate Stewart, Shannon Coletti, Arden Clapp
Production Company: Radical Media
Director: Greg Kohs
Post-Production: Lost Planet
Sound Engineer: Soundtrack