Jefferson’s Bourbon is breaking tradition–literally and figuratively–with a new brand platform reimagining what premium bourbon can be for modern drinkers.

“Tradition in the Breaking” marks the Pernod Ricard brand’s first work from Droga5 New York, which began working with Jefferson’s in January. Jefferson’s is looking to reposition itself as one of the leading premium bourbons in the U.S.

Featuring Friday Night Lights star Taylor Kitsch and directed by Jeff Low through Biscuit Filmworks, the campaign uses dry humor to showcase the brand’s boundary-pushing spirit.

Kitsch takes viewers on an adventure that defies bourbon’s traditional rules, moving from stormy seas to tropical jungles to an icy mountain ledge, before closing with the line “Tradition in the Breaking.”

Laura Arayata, gl

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