JÄGERMEISTER | A STRONGER BOND

The authenticity of the Jägermeister brand is rooted in a truth: it is a strong drink appealing to strong men who form even stronger bonds.

Men want shared experiences. And while 'intimacy' isn’t considered a very ‘masculine’ attribute among some guys out there, that's exactly what they're looking for, especially today. That Intimacy exists, too, among even the most stereotypical, testosterone-fueled “manliest” men in the world. Boxers, big wave surfers, bull riders, race car drivers...all of these tough-as-nails men experience some very intense, guarded moments of intimacy with each other. It's just called a ‘bond.’

Some guys go through ordeals that prove their greatness, and that earns a seat at a table where they’re able to let their guards down. It becomes an almost sacred place for them. Once a these men share a bond, they open up and share experiences, fears and stories that they wouldn’t tell anyone else.

 

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DIRECTOR: ALBERT HUGHES | AGENCY: MISTRESS, VENICE


THE CHOSEN FEW DOCU-SERIES

So the ultimate reward – for many men – is a connection with their brothers. These are solemn moments that any other brands talking to men might otherwise miss, dilute or be afraid to explore.

That’s why when Jägermeister was looking to change perception of what sharing a couple shots between guys could be, it just made a lot of sense they tap into these strong bonds. 

All we had to do was find these guys the audience respected, bring them to the table, and help share their stories. It shows how every one of them is human, and their strength comes from character and resolve.

DIRECTOR: ALASTAIR MCKEVITT | AGENCY: MISTRESS, VENICE

 

Nathan Fletcher | Pro Big Wave Surfer

Rob Smets | Cowboy Bodyguard

Freddie Roach | Legendary Boxing Trainer

Kerry King | Guitarist & Slayer Co-Founder

Mister Cartoon | Iconic Tattoo & Graffiti Artist 

Keyshawn Johnson | Ex NFL Great 

Mike Lingerfelt | Sprint Cup Champion Pit Member


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DIRECTOR: ALBERT HUGHES | AGENCY: MISTRESS, VENICE

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