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Jack Daniel's Toasts Frank Sinatra on Instagram, and Hopes You Will Too


Start spreadin' the news. The next round of Jack is on Frank.

Jack Daniel's celebrates the 100th birthday of its most famous fan, Frank Sinatra—who passed away 17 years ago, and would have been 100 on Dec. 12—with a contest that invites devotees to make toasts in the style of Ol' Blue Eyes.

The whiskey brand and its lead agency, Arnold Worldwide, previously resurrected the consummately cool crooner last year for a campaign touting the high-end, 90-proof Sinatra Select. Now through Dec. 12, folks can visit TheToastmakers.com and the brand's Instagram account to check out Sinatra-themed toasts.

Those who share their toasts using the #ToastSinatraContest tag could win a swingin' weekend in L.A. and Las Vegas for themselves and their personal "Rat Pack" of four friends. Sinatra staples like classy formal threads and a helicopter ride are included.

Sounds like hipsville, cats!

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"We chose Instagram because of the style of the program—primarily consumer generated video and photography—and the goal of reaching a new, younger audience of legal drinking age," Arnold executive creative director Andy Clarke tells AdFreak. "Frank's life is one that was so well captured on negatives, we wanted to tip our hat to those iconic images in a way that is very much 'today.' "

Musical artists Brendon Urie, Butch Walker and Scott Bradlee will contribute video toasts for the campaign. "These influencers were chosen because they embody many of the same core values as Jack Daniel's and Frank, so we want them to create toasts that are organic to the content and art they are already putting out into the world," Clarke says.

Jack Daniel's is promoting the contest primarily on its Instagram page and other owned properties, as well as through a paid Instagram ad buy during November and December.

Sinatra's avowed passion for Jack Daniel's—he traveled with cases of the stuff on tour, and toasted his audiences from the stage—does give the campaign an air of authenticity. Still, is the brand going to this particular well too often?

I'll let the man himself answer that one, from his Playboy magazine interview in 1963: "I'm for anything that gets you through the night, be it prayer, tranquilizers or a bottle of Jack Daniels."

That is the living end, baby!

Client: Jack Daniel's
President, Executive Vice President: Mark McCallum
Brand Director, Craft and Luxury: Ana Kornegay
Global Brand Director: Matt Blevins
Brand Director: Laura Petry
Brand Manager: Chuy Ostos

Agency: Arnold Worldwide
Chief Creative Officer: Jim Elliott
Executive Creative Directors: Andy Clarke, Wade Devers
Associate Creative Directors: Kelly McAuley, Micah Whitson
Art Director: Daran Brossard
Planners: Vaughn Allen, Emily Brown
Marketing: Paul Nelson, Emily Brooks, Nicolle Fagan, Lindsy Frank
Digital Producers: Todd Buffum, Michelle Dravis
Broadcast Producers: Jaime Guild, Alissa Feldbau
Social, Content Producers: Cristin Barth, Kyle Beaudouin
Art Producer: Ingrid Adamow
Business Affairs: Maria Rougvie

Celebrity Influencer Partner: DKC
Editing, Animation Company: Black Math
Executive Producer: Evan Fellers
Creative Director: Jeremy Sahlman
Sound Engineer: Brian Heidebrecht

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