Jack Daniel’s launched a new advertising campaign that is built around authenticity.

The whiskey brand’s agency Arnold hired Yee-Haw Industries, a letterpress printer in Knoxville, Tenn., to create a series of patriotic posters with slogans. The process was shot on the video and turned into a short musical documentary. A 3-second spot with a tag line ‘As American As’ following the documentary celebrates tough, physical and legendary country as it used to be—without any technologies.

Jack Daniel’s is a brand that actively uses social media. It was the first liquor brand to buy Twitter ads. So, another part of the campaign is a Facebook app that lets users customize their own authentic posters and share them virtually. This seems to be contradictory with the entire point of the campaign, as ‘sharing thumbnail JPGs of letterpress posters must be one of the most inauthentic things you could possibly do,’ says Ad Week.

Arnold created different assets to reinforce the image of the iconic American brand, the assets include television, print, out of home, wild postings, bar collateral, retail collateral, promotions, events, digital and more. “We shot it the way Mr. Daniel, if he were alive today, would want it shot—with integrity, authenticity, craftsmanship and his spirit of independence. Gorgeous film was the result. Our print imagery was equally beautiful, with a masculine, sometimes gritty effect,” says the maker. In May Jack Daniel’s redesigned its No.7 bottle.