Jack Daniel's ads on the tube
Confident and indirect
If you’ve been on the London Underground in the last year or so, then you’ve probably noticed the Jack Daniel’s ads on the tube:
This is part of Jack Daniel’s Make It Count campaign.
Here are some details of it below :
In a historic move, Jack Daniel’s is introducing its first truly global creative campaign, “Make it Count.” The campaign showcases a new way of thinking for the 154-year-old brand that celebrates the people who drink it. Set to launch October 1, the campaign is brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries.
As a global brand that wanted to fuel its iconic status, it was time for Jack Daniel’s to showcase their unique view of the world. The new campaign, “Make it Count”, focuses on the impact on peoples’ lives when they decide to choose boldly and with purpose every day, much like Mr. Jack did throughout his own life.
This idea of a ‘new way of thinking’ can definitely be seen, from a comparison of their old ads which were slightly more rustic, and focused more on the old story of Jack Daniel and his creation of the whiskey:
The new ads have a much fresher feel, and more importantly, more of a city feel.
I think the old ads seemed a bit lost in the city against the punchier posters you see.
Here’s another one:
The copy:
We believe the end of the workday is really just the beginning
Summer is here. Where we’re from that means longer days, shorter sleeves, and leaving your 9 to 5 to welcome back your 5 to 9.
Where a round of Jack and Colas in the sun with old friends, or new ones, is as important in a meeting as any. Consider us the unofficial sponsors of that shift.
Confident
I think that the confidence of these ads is their strength.
They rely on the fact you know what Jack Daniel’s is. You don’t need to be told that it’s a whiskey from America.
Often ads will try to explain what their product is, rather than why you should buy it. It’s really the Start With Why philosophy in action here.
But I think the most important thing is that they are confident enough to address what people actually enjoy their product for.
The customers are not American farmers sitting around an oak table.
They’re normal people working in the city looking to get drunk with their friends and have a good time. This is what all the ads show.
The photos are in flux too; it’s a snapshot of a good time, which is what you’ll get with a Jack Daniel’s purchase.
“Consider us the unofficial sponsors of that shift.”
Indirect
The ads are indirect.
They’re not explicitly telling you to buy Jack Daniel’s, nor are they telling you where to get a bottle. Most people alive now have spent most of their life being bombarded by ads, so most of it is just white noise now.
But these ads sell a vibe instead of a drink.
They also don’t try and ram the product too heavily down your throat, they keep the tone light and informative. It’s something nice to read when you’re standing waiting for the next train. It doesn’t expect a response.
It demonstrates exactly one of the best pieces of marketing advice I have ever found:
