12 Oct 2020
[Partner Content] Jack Daniel’s uses first global campaign to ‘Make it Count’

With the launch of mini film First Timers in the Make it Count campaign the iconic Tennessee whiskey brand celebrates its global audience.

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. Launched on Thursday 1 October 2020, the campaign was brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries – including South Africa.

As a global brand that wanted to fuel its iconic status, it was time for Jack Daniel’s to showcase its 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.

The 60 second global film, First Timers, kicks off the campaign showcasing Jack Daniel’s consumers who decide to live boldly and try something they’ve always wanted to do. 


The new campaign is by creative agency Energy BBDO. The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read “Proudly served in fine establishments and questionable joints.” It served as a reminder that Jack is for everyone. As a result, “Make It Count” is about its fans who grab life by the horns and make the most of their experiences.

“With ‘Make it Count’ we have a long term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, Chief Brands Officer of Jack Daniel’s parent company, Brown-Forman. “We know that this world class creative will continue to drive the successful globalization of our Jack Daniel’s brand.”

The idea of “Making it Count” really resonated well with the South African market, who are long-standing Jack Daniel’s consumers and fans of the brand. Megan Macnab Harvie, Marketing Manager for Jack Daniel’s South Africa, explains: “The Make It Count campaign is global in every sense of the word, balanced with very inclusionary local collaboration and we’re excited to be part of this new chapter for the brand while still staying authentic to our roots. With 2020 being a year of challenges and reflection, we could all take a leaf out of Jack’s book to live boldly and with purpose every day and in doing so to make each moment count.”

First Timers was shot in Kiev, Ukraine following all social distancing protocols. Renowned Director Ian Pons Jewell led the five-day shoot overseen by the creative and client teams via Zoom, with team members from every possible time zone tuning in to create the final product.

“Relaunching an iconic brand like Jack Daniel’s? We’ve always wanted to do that. It has been a wonderful collaboration with our client partners, and we’re thrilled for what’s to come,” said Josh Gross and Pedro Pérez, Co-Chief Creative Officers of Energy BBDO.

You may also

Enjoy Reading