"Our Town" marks the return to something far more powerful and unique to the Jack a Daniel's brand than the category-familiar discussions about maturation, barrel making and "whiskey made the right way, not the fast way".

In their place are the people of the town and the truth they represent: they are just whiskey makers. It's that simple.

When we made the “Our Town” film we had a general idea, but no specifics. We had a location, and a director, but no talent and no script.

We hung up posters in the only local supermarket. We ran announcements on the local FM radio station. We showed up at a few town meetings and talked about the project. We prayed people would show up. And then they did. And we used every single one of them in our cast.

Every person in the film is an actual resident of Lynchburg, and it was scripted on the day, on the fly, as folks showed up and told us their stories. We made one film, and about field full of new friends.

When we made the “Our Town” film we had a general idea, but no specifics. We had a location, and a director, but no talent and no script.

We hung up posters in the only local supermarket. We ran announcements on the local FM radio station. We showed up at a few town meetings and talked about the project. We prayed people would show up. And then they did. And we used every single one of them in our cast.

Every person in the film is an actual resident of Lynchburg, and it was scripted on the day, on the fly, as folks showed up and told us their stories.

We tried a bunch of things. We laughed. Friends goofed around. One woman fainted. And we wrote a :60 anthem, together, on the fly.