By David Knox
Jack Daniel’s rolled out a glimpse of Lynchburg before a Super Bowl audience last Sunday. The “Our Town” ad, the whiskey maker’s highly praised commercial first shown in 2016, was a part of the Super Bowl’s pregame lineup of ads.
For the first time ever, Jack Daniel’s advertised during game day with the ad, putting the people of Lynchburg – home to the Jack Daniel Distillery – front and center. Jack Daniel’s was the only spirits brand to place a national spot during the pregame window.
Featuring real Lynchburg residents, “Our Town” provides an authentic look at our fair city. The 60-second spot aired toward the end of the pregame coverage on CBS.
“This ad has been so well received by our friends around the world, and we’re excited to share it and a bit of our town on football’s biggest stage,” said Matt Blevins, Jack Daniel’s group brand director. “Jack Daniel’s wouldn’t be what it is without the people who make it, and this is a way for us to celebrate our town and those who mean so much to our brand.”
An added treat for some of our citizens was a trip to Atlanta. Jack Daniel’s selected members of the Bobo, Green and Tolley families — three families with whiskey-making roots in Lynchburg – to travel to Atlanta. Jack Daniel’s covered the expenses of Dusty Dickey, Chris Dickey, Jerome Vance, Debbie Staples, Jackie Hardin and Chris Fletcher to make the trip. Debbie, Jackie, Dusty and Chris all appeared in the commercial.