Jack Daniel's readies Christmas campaign

Jack Daniel's is to launch a Christmas campaign that celebrates its distillery in Lynchburg, Tennessee, featuring its people building a 26-ft tall Christmas tree made of whiskey barrels.

The campaign for the Brown Forman-owned brand, created by Arnold Worldwide, kicks off tomorrow across the US, UK, Ireland and South Africa and includes TV, outdoor, print and digital activity.

The TV ad features the community in Lynchburg transporting Jack Daniel's barrels through their town to one spot, where the barrels are stacked on top of each other to create a 26-ft tall tree covered in Christmas lights.

The ad ends with the line "It's not what's under the tree that matters, it's who's around it." It features about 70 distillery employees and Lynchburg residents in the creative.

The ad was directed by Carmen D'Ascendis, Jack Daniel's director of global marketing, with: Pete Favat, chief creative officer; Wade Devers, creative director; Corey Favier, art director; Todd Mitchell, copywriter; and producers Billy Near and Ben Ouellette.

The activity also features a Facebook game, which asks Jack Daniel's fans to help protect the whiskey in the barrel tree from a gang of "barrel bandits", by firing snowballs at the characters.

In July, Arnold Worldwide launched a campaign for Jack Daniel's that focused on the essence of American independence.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES