Every brand these days talks about storytelling. Well, Jack Daniel’s has more stories than anybody, and we have the perfect place to tell them, too: on the platforms of the London Underground, where we’ve been advertising for over fifty years.

Phones can’t get a signal so deep underground, and people waiting for a train are suddenly without the online diversions they’ve come to depend upon in such situations. So we tell them a story about a whiskey made the same way for over 150 years in tiny Lynchburg, Tennessee.

Our goal with these is simple: to give people something they’ll be glad they bothered to read. One month it might be a little-known fact about whiskey-making; the next month, maybe a story about Jack Daniel himself. Whatever we think they’ll find interesting. We have a more-or-less captive audience, and we try not to abuse the privilege.