Jack Daniel’s, Energy BBDO Send Coronavirus Message "With Love"


Robert Goldrich
Friday, Mar. 27, 2020


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In response to the coronavirus crisis, Jack Daniel’s Tennessee Whiskey released this spot, titled “With Love, Jack,” across its social platforms. The piece shows how people are adapting so that they continue to feel connected while practicing the stay-safe practice of social distancing.

The video was created with agency Energy BBDO from user-generated footage of real human interactions that were filmed authentically, and safely, from home. It features a new rendition of Cyndi Lauper’s “True Colors,” which was also recorded from home by the singers featured in the video, Kenny Fleetwood and Whitley Little.

“Showcasing how our friends around the world are rallying and uniting together during these times was our goal,” said Matt Blevins, Jack Daniel’s Global Brand Director. “It was about capturing real moments that are helping folks find social connection, which is something Jack Daniel’s celebrates.”

“We’ve all had to rapidly adapt to this new reality, and we discovered this magical thing where people are finding really creative and beautiful ways to stay connected during this time of social distancing,” said Josh Gross, co-chief creative officer of Energy BBDO. 

“This idea is a celebration of humanity at its best. It’s a timely message of optimism and hope,” added Pedro Pérez, co-chief creative officer of Energy BBDO.

Jack Daniel’s parent company Brown-Forman last week announced a $1 million donation to COVID-19 response funds and the Jack Daniel Distillery has begun aiding production of hand sanitizer for first responders.

This is the first work to come from Brown-Forman’s new creative agency partner, Energy BBDO, which won the business at the end of 2019. The timely activation is a small effort preluding major brand work to come.


Client Brown-Forman/Jack Daniel’s Agency Energy BBDO Josh Gross, Pedro Perez, co-chief creative officers; Alan Parker, chief innovation officer; Lucas Owens, creative director; John Pratt, head of integrated production; Jeff Davis, executive producer; Daniel Kuypers, executive director of music; Blue Smith, project manager. Editorial Flare Chicago Casey Cobler, editor; Steven Aguilar, sound engineer; Jenny McDonald, executive post producer. Vocals/Song “True Colors”; Kenny Fleetwood, Whitley Little, vocals.

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