The suave sophistication of the fifties is back in vogue and Arnold Worldwide is using that to benefit Jack’s parent, Brown-Forman.
That Sinatra always had a glass of Jack in his hand – on stage and off – used to be used as a casual endorsement of the brand. Now it is being used in a much more targeted way for Jack Daniel’s super-premium variant (approx. US$150 a bottle), Sinatra Select – albeit with an ad that has Sinatra’s signature nonchalance in its DNA.
Arnold’s 30 second spot, the first TVC for the brand, weaves old footage of Sinatra with animations and a voiceover outlining his relationship with the brand. Its copywriter was Greg Almeida and art director, Daran Brossard.
It was directed by Jake Banks through production company, Elastic Pictures.
The TV campaign launched this week. Sinatra Select is not a new Jack Daniel’s. It has just, until now, been a quiet one. Sinatra Select began being sold at duty-free shops in airports across the globe in 2012. Distribution was expanded to retail outlets in select markets late last year. It will launch throughout USA in June.
The campaign is currently running where the bottles are available. That cleverly includes some of Sinatra’s favourite haunts – New York, Chicago, San Francisco, Miami and Las Vegas. It is due to air nationally during March on shows such as ABC’s Jimmy Kimmel Live and NBC’s The Tonight Show and cable outlets including ESPN, FX, Discovery and Comedy Central.
