文/Aoi @頂尖文案TOPYS

在杰克丹尼的網(wǎng)站上有這樣一段話，不失為理解它風格的一個途徑——

Here’s To The American Spirit

There’s something to be said about a man who isn’t afraid to be himself. Who takes pride in staying true to who he is. That’s why Jack Daniel’s Whiskey is what it is today. Because the man behind it all, Mr. Jack Daniel himself, was a man who did things his own way, the best way he knew how. It’s an independent spirit that is found in each and every bottle of Jack Daniel’s. And a spirit we think deserves celebrating.

向美國精神致敬

那些敢于做自己且為自己驕傲的人，實在值得我們談?wù)摗＿@也是為什么，杰克丹尼的Tennessee威士忌是今天這個樣子。它的創(chuàng)始者，杰克丹尼先生，就是一個特立獨行的人。他知道怎么做最好。你能在每一瓶杰克丹尼里找到“獨立精神”，這值得慶祝。

杰克丹尼給自己的標簽是“美國威士忌”，廣告畫面、語言無不體現(xiàn)出這一點，下面幾則平面中的紅藍白配色、五角星也是如此。這種以國家榮譽感激發(fā)認同感的方法，消費者十分受用。使得杰克丹尼單瓶銷量多年來高踞全球美國威士忌之首。

簡單的路，快捷的路，都不是最好的路。

(每一滴威士忌都會透過十英尺長的糖楓木炭過濾，進行柔和處理。)

告訴你一個事實：手作的更能與心靈感應(yīng)。

(指威士忌在手工打造的酒桶中熟化的過程)

自由是權(quán)利。獨立卻是選擇。

（選別的威士忌，你便沒有那么“特別”。）

Advertising Agency: ArnWorldwide, USA

Chief Creative Officer: Pete Favat

Group Creative Director: Wade Devers

Director of Global Marketing: Carmen D'Ascendis

Associate Creative Director / Art Director: Travis Robertson

Associate Creative Director / Copywriter: Todd Mitchell, Greg Almeida

Producer: Ben Ouellette

Print Production: Jim Spadafora

Art Producer: Andrea Ricker

Project Manager: Kate Murphy

Business Affairs: Lisa Mercier

Account Services: Nate Stewart, Shannon Coletti

Photographer: Andrew Yates

Illustrator: Helms Workshop

Published: July 2012