Cyndi Lauper’s True Colours has always made eyes well up with tears, but Energy BBDO and Jack Daniel’s have given it even more power to tug at people’s heartstrings.
They have used the song in a montage of clips showing how friends, family and lovers are keeping together while they have to stay apart.
The 60-second digital spot called With Love, Jack is Energy BBDO’s first work for Jack Daniel’s and was created with user-generated footage of real human interactions that were filmed authentically – from home. The new version of True Colours in the film was recorded from home by the singers featured in the video, Kenny Fleetwood and Whitley Little.
“Showcasing how our friends around the world are rallying and uniting together during these times was our goal,” stated Matt Blevins, Jack Daniel’s global brand director. “It was about capturing real moments that are helping folks find social connection, which is something Jack Daniel’s celebrates.”
Josh Gross, co-chief creative officer of Energy BBDO, added, “We’ve all had to rapidly adapt to this new reality, and we discovered this magical thing where people are finding really creative and beautiful ways to stay connected during this time of social distancing.”
Brown-Forman, the parent company of Jack Daniel’s, has made a US$1m donation to COVID-19 response funds and the Jack Daniel Distillery has begun producing hand sanitiser for first responders.
Agency: Energy BBDO
Chief Creative Officers: Josh Gross & Pedro Pérez
Chairman: Tonise Paul
President & Chief Executive Officer: Jeff Adkins
Chief Innovation Officer: Alan Parker
Creative Director: Lucas Owens
Head of Integrated Production: John Pratt
Executive Producer: Jeff Davis
Executive Director of Music: Daniel Kuypers
Project Manager: Blue Smith
Client Service Director: Lianne Sinclair
Global Senior Account Director: Greg Morrison
Account Supervisor: Arika Jeter
Account Executive: Emma Flynn
Planning Director: Chase Donahue
Editing: Casey Cobler @ Flare Chicago
Sound Engineer: Steven Aguilar
Executive Post Producer: Jenny McDonald