Hasta La Creative!

Jack Daniel’s hometown of Lynchburg, Tenn., is not suit-and-tie country. Jean overalls and t-shirts are more the style. But that doesn’t mean its residents can’t make a fashionable whiskey.

That’s the message liquor marketer Brown-Forman wants to send with a new ad that seeks to generate more demand for its expensive Gentleman Jack variety amid the ongoing high-end whiskey boom. Sales in the U.S. super premium American whiskey market surged 13.5% to $467 million last year, according to the Distilled Spirits Council of the U.S. Gentleman Jack sells for roughly $30 a bottle, compared with about $22 for regular Jack Daniel’s, known as Old No. 7.

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