Old time tipple

Brand New School’s cross-media campaign for Jack Daniel’s Tennessee Whiskey centres around a ‘label story’ narrative depicted in stylish monochrome, evocative of both the brand and its origins.


The U.S. directing collective worked with creative and account teams at Arnold Worldwide and Brown-Forman Corporation to create the ‘Label Story’. The campaign features cinema/broadcast spots and arena executions for exhibition at select major sporting events, all of which were created by Brand New School.  The animated ‘Old No. 7’ cinema/broadcast spots recently debuted in high-profile US cable and broadcast outlets, with two additional spots, ‘Tennessee’ and ‘Proud’, set to follow soon after.

Resolving at the end on the “What the label doesn’t tell you, a sip will” tag line, each new spot takes the brand’s iconic, ornate label artwork on a lyrical, cinematic journey to visually explore Jack Daniel’s ‘folklore’.


“Within the label’s calligraphic, high contrast, etching-inspired imagery, some of the brand’s most compelling stories are presented in a moving narrative context,” said Brand New School founder and creative director Jonathan Notaro, who directed the spots.

“Arnold had a really strong sense of where they wanted to be with these stories, where the brand’s unique artwork and filigree come to life stylistically.  We really enjoyed being able to work together from the early stages to bring the agency’s vision to life.”


Notaro and his colleagues are also proud that the look created for this campaign’s cinema/TV ads is penetrating other advertising spaces, to include the arena executions. “There’s a lot of mutual respect between us and our friends at Arnold,” Notaro added. “From this trust and understanding came some great work.”


Visit Brand New School

View the first Label Story spot ‘Old No.7’

Title: Label Story ‘Old No. 7’

Client: Jack Daniel’s

Advertising Agency: Arnold

Chief Creative Officer: Pete Favat

Creative Directors: Wade Devers, Wade Paschall

Associate Creative Directors: Lee Walters, Chad Leitz

Executive Producer: Billy Near

Assistant Producer: Reaghan Puleo

Account Director: Chris Ferko

Business Manager: Maria Rougvie

Production: Brand New School

Director: Jonathan Notaro

Art Directors: Mario Stipinovich, Eric Conception

Designers: Ricardo Villavicencio, Stephen Kelleher, Emmett Dzieza

CG Lead: Vadim Turchin

3D Animation: Eric Concepcion, Han Ho, Mike Garcia, Walter Lubinski, Kim Kehoe, Andre Salyer, Carmine Laietta, Adam Rosenzweig, Dave LoGiudice, John Kalagian

2D Animation: Stieg Retlin

Storyboard Artist: Will Rosado

Compositor: Eric Concepcion, Dave LoGiudice, Michal Finegold

Executive Producer: Danny Rosenbloom

Head of Production: Devin Brook

Producer: Toby Sowers, Mike Sullo

Production Coordinator: Ilona Klaver

Original Music: The Lodge

Creative Directors: Eric Hillebrecht & Colin Thibadeau

Composer “Old No. 7”: Alex Weinstein

Executive Producer: Sallie Moore

Producer: Heather Weisberg

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