Directed by Malcolm Venville of Anonymous Content, this national TV spot is reminiscent of a Vanity Fair photo shoot and features the actual distillery workers from Lynchburg, TN, dressed to the nines and looking distinguished in their usual surroundings. The film reminds viewers that even though they take the time to mellow the Tennessee Whiskey for Gentleman Jack twice, the first and foremost ingredient is, as always, the very genuine down-to-earth people of Lynchburg as we then see them in their regular garb.
Arnold Worldwide conceived of this campaign in support of Jack Daniel’s Gentleman Jack premium product.
Credits
Client Jack Daniel’s Agency Arnold Worldwide Wade Devers, managing partner, executive creative director; Chris Valencius, SVP, creative director/art director; Gregg Nelson, VP, creative director/copywriter; Jack Miller, copywriter; Jon Drawbaugh, director of integrated production; Ingrid Adamow, integrated producer; Jake Williams, assistant broadcast producer; Jessica Newton, Kyle Beaudouin, social content; Vaughn Allen, planner. Production Anonymous Content Malcolm Venville, director; Eric Stern, SueEllen Clair, exec producers; Jeff Tanner, line producer; Jody Lee Lipes, cinematographer. Editorial Spot Welders Michael Heldman, editor. Music Singing Serpent Dennis Culp, exec producer. VFX Brickyard VFX Jimi Simmons, VFX artist; Amy Appleton, VFX exec producer. Sound Mix Soundtrack, Boston Howard Carle, engineer.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning.
The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly.
“Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
