Brown-Forman has released the latest global marketing campaign for Jack Daniel’s, “That’s What Makes Jack, Jack.” The ads were created with Energy BBDO and highlight how Jack Daniel’s is made, focusing on the production of Tennessee whiskey—including the charcoal filtration central to the Lincoln Country Process—and the people who make and drink it.

The campaign, including a one-minute lead ad, is now running in digital and social channels, with out-of-home ads set to run in New York City’s Times Square beginning in June. The spend wasn’t disclosed. Excluding flavors and RTDs, the core Jack Daniel’s had U.S. volume of just under 4.9 million cases in the U.S. last year, according to Impact Databank. –Shane English