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154-years old but still brand new

We could all take a leaf out of the Jack Daniels book when it comes to creating an iconic, memorable brand that just keeps giving.

“Make it Count” is the new global creative campaign for Jack Daniels and it sees the brand take on a new way of thinking. Instead of showing the history and the process, which we’re familiar with as an audience. The team at BDDO have kicked the bold brand spirit up a notch, and this campaign is a celebration of all the people that drink and enjoy it.

 

 

The “First Timers” ad shows how Jack Daniel’s enables its drinkers to try something they’ve always wanted to do, that they now can. We see people order the entire menu, throw a phone with an incoming call into a lake, run away without paying at a petrol station and buy a round for an entire bar.

The spot was shot in Kyiv during the COVID-19 pandemic, following social-distancing protocols. It’s a great example of creativity, and shows that big ideas don’t need to be completely stifled as we navigate this new space.

The “I always wanted to do that” energy builds throughout the short film as we see the empowerment that comes with ticking experiences off the list.

Jack Daniels have brought the bucket list back, and at a time where we’ve all got more time on our hands to think than ever before. It’s an ad that gets you thinking, and one that many brands wouldn’t be brave enough to make, but this seems like a great move for them.

I’m hoping for creative responses to this campaign, and I’m sure there’ll be a TikTok trend brewing. Social media feeds will be full of “I always wanted to do that” posts, and I for one, can’t wait.

Employers can learn a lot from this ad and use it as a cue to delve deeper into what their brand can offer candidates and employees, and put this at the forefront.

We all have hopes and dreams, big and small, but pulling on the emotion and fun of these is a surefire way to grab attention and get people thinking about your brand through a new lens. Let’s take this chance to show people why what we have to offer is full of joy, and that it should be top of their bucket list.

The film launched as part of a cross-channel campaign including TV, social, digital, and out of home, both within the UK and throughout over 100 countries worldwide.

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About Author

Emma McCormack
Emma McCormack

Copywriter of the year 2019. Foodie.

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