According to Arnold, the campaign is titled “Legend,” and it is designed to celebrate Jack Daniel’s place in rock-and-roll history.
The campaign uses historic footage, actual concert flyers, ticket stubs, bathroom graffiti, and the work of rock photographer Danny Clinch, Arnold said.
Not to put too fine a point on it, Arnold says the campaign is “a celebration of music iconography and authenticity. Quite literally ‘with the band since 1866,’ Jack Daniel’s has been onstage, backstage, in the studios, on the tour bus, and in the hands of legends since the birth of rock and roll.”
Other Arnold clients include Carnival Cruise Lines, CVS/pharmacy, Fidelity Investments, The Hershey Co., McDonald’s, New Balance, Ocean Spray, Progressive Insurance, Tyson Foods, and Volvo.