Lynchburg, Tennessee might not have the flash of Miami, Cleveland or Los Angeles…but that doesn’t mean it can’t be home to an NBA team.

A new campaign for Jack Daniel’s out of Arnold Worldwide presents the case for the small town of 572 with “no shortage of team spirit.” Featuring NBA legend and broadcaster Bill Walton, the :30 spot is a playful take for the brand, the hometown for Jack Daniel’s whiskey.

Charlie Johnston out of our New York office cut the :30 spot which you’ll likely see during the NBA Playoffs as you tune in this week. See more from Charlie Johnston here.