After a very long time, I have seen a print ad which has a headline which made me sit up and take notice. The creative doesn't seem very out-of-the-world yet it grabs your attention. The icing on the cake, as I said, is the headline. And so true it is. I am a teetotaler but I know the kind of following and influence Jack Daniel’s has on my friends who are whisky connoisseurs.
I liked most about the creative that it draws an analogy with guitar player. The individual who plays guitar is in some sort of a trance when he plays it (this is what I have heard, I don’t know whether it is true or folklore). Even better is the end copy “Make Mr. Jack proud. Celebrate responsibly”. A direct reference to the target audience who are at a particular stature in the societal ladder, both in terms of affluence and respect. Hats off to the creative team. No key number is visible thus indicating that it is an ad showcased in the developed world and been directly released in India.