Two requirements of hosting a successful sports franchise are room for an arena and a wildly passionate fan base.

And the people of Lynchburg, Tennessee, home of Jack Daniel’s, believe they have those things and more. So they’d like to ask the NBA to bring a team to their great city. Or, town, rather.

In “Lynchburg Lights” – a new spot from Jack Daniel’s, Lynchburg puts that request to the NBA. Sure, Lynchburg only has 572 residents, but what they lack in size they make up for in heart. And while its residents admit their collective basketball skills could use some work, Lynchburg knows through and through what it takes to build and grow a franchise. Just look at what they’ve done with Jack Daniel’s.

The 30 second spot highlights the unassuming town, workers at the distillery rolling a barrel of their prized product, and the actual residents of Lynchburg politely making their point to the NBA. The voiceover tees up Lynchburg’s dream to have their very own NBA team as a way to bring a little excitement to their corner of the world. A scale model of a basketball arena appears, and television sportscaster and former NBA all-star Bill Walton makes a cameo, clearly shocked by the idea. After all, Jack Daniel’s is the most exciting thing about Lynchburg, TN. For now.


“As we continue to expand the breadth of our NBA partnership, this new creative introduces our whiskey-making town of Lynchburg, Tennessee to fans of the NBA. Friends of Jack Daniel’s have a common bond with the NBA and its fans – both are passionate, share values of integrity, loyalty and community, and appreciate quality. This new TV spot is another great example of that.”
– John Higgins, VP Jack Daniel’s Brand Director for North America