Jack Daniel’s

// advertising

Jack is a brand of Tennessee whiskey and the top-selling American whiskey in the world. The advertising done for the US market was distinctly different from that done in the U.K., South America, Europe, and Asia. It is produced in Lynchburg, Tennessee, which has been owned by the Brown–Forman Corporation since 1956.  The home county of Moore is a dry county, so the product is ironically not available for purchase at stores or restaurants within the county. During my years at Arnold, I finally had the opportunity to create some advertising for one of America’s iconic brands. 


Tony Capozzi – art direction, design
Craig Johnson – copy
Wade Pascall – creative direction