Jack Daniel’s is rolling out a new yearlong global campaign to celebrate its long-standing relationship with rock and roll music. The short film “Legend” features historic footage, graffiti, actual concert tickets, and photography by legendary rock photographer Danny Clinch. It is rolling out on the dedicated page on the brand’s official website, as well as on TV, Youtube and Facebook.

In the new promotion, Jack Daniels is referred to as someone ‘who was there’ with such music legends as Frank Sinatra, Bad Brains, Joey Ramone, Freddie King and Mudhoney, making its own contribution to history of rock and roll music in the U.S.

Video: «Legend», the 30-second version

“Traveling from the gritty stage of CBGB’s in New York City to the hair band dominated streets of the Sunset Strip, ‘Legend’ is a celebration of music iconography and authenticity. Quite literally ‘with the band since 1866,’ Jack Daniel’s has been onstage, backstage, in the studios, on the tour bus and in the hands of legends since the birth of rock and roll,” states the press note. The promotion, created in the black-and-white “charcoal” palette, includes spots (15” and 30” version) directed by Danny Clinch as well as prints, out-of-home promo elements, and digital activations.

Video: «Tagged Legend», with tips

The 30-second spot comes in two versions—“Legends” and “Tagged Legends.” The latter comes with so-called tags, informative tips, telling more about the venues and artists mentioned or related to in the spot. In addition to the commercials, the brand also releases a “Behind the Scenes” video to provide the audience with a deeper look into the process of shaping the history of music in the past five decades.

The celebrated rock photographer Danny Clinch has also shot the Jack Daniel’s bottle on 16mm Bolex film at the legendary Roseland Ballroom in NYC, which was the stage for many different rock concerts. Other photos by Mr. Clinch are featured in the videos, too.

The images in particular and the campaign in general perfectly fit Jack Daniel’s philosophy, based on passion for authenticity, craft, talent, independence and distinct bold attitude. This has been reflected in the brand’s previous products and projects including a series of hand-crafted posters and Jack Daniel’s Sinatra Select special edition.