Brown-Forman Launches New Jack Daniel’s Campaign

Brown-Forman has debuted a new campaign for Jack Daniel’s Tennessee Whiskey, “In the Moment.” The campaign, created with Energy BBDO, features AC/DC’s Back in Black as its soundtrack, accompanying black and white imagery directed by Omar Jones and starring musicians like Este Haim, Christone “Kingfish” Ingram and St. Vincent.

The campaign, including the headlining 30-second spot, is rolling out now on TV, online video, out-of-home, and social channels. Excluding flavors, Jack Daniel’s is projected to slip 1% by volume this year to approximately 5.4 million cases in the U.S., according to Impact Databank.—Shane English

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