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Brown-Forman is to advertise its Jack Daniel's Tennessee whiskey brand at the Super Bowl for the first time.

The company today said Jack Daniel's will be the only spirits brand to appear in pre-game commercials on Sunday, ahead of Super Bowl LIII between the New England Patriots and LA Rams. The ad shows the people of Lynchburg - home to the Jack Daniel Distillery – and their connections to the brand.

"This ad has been so well received by our friends around the world, and we're excited to share it and a bit of our town on football's biggest stage," said Matt Blevins, Jack Daniel's group brand director. "Jack Daniel's wouldn't be what it is without the people who make it, and this is a way for us to celebrate our town and those who mean so much to our brand."

Leading beverage companies including Anheuser-Busch InBev and PepsiCo will advertise during the Super Bowl itself this year.

For a round-up of all the ads, click here.


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