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By Amy Houston, Senior Reporter

November 10, 2023 | 3 min read

The Irish whiskey brand has revealed its new global campaign, ‘Must be a Jameson.’

Since its inception in 1780, Jameson has professed smooth and welcoming attributes of its whiskey. Now, the brand is joking that if those two qualities sound a little like you, then you might be a Jameson, too.

The campaign sets out to connect a world full of like-minded people who don’t take themselves too seriously. In the ad, viewers meet Jose, a suave fella who can’t seem to have his day ruined, no matter what. Stained shirt? Missed turn? Not a problem for Jose! You see, he’s never fazed and always chooses to drink smooth, triple-distilled Jameson whiskey. He must be a Jameson, right?

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Next up, there’s Julia. She rolls with whatever punches life throws at her and isn’t afraid of a little adventure. When life takes an unexpected twist, she embraces it. She must be a Jameson.

Nodjame Fouad, chief executive officer at Irish Distillers, makers of Jameson Irish Whiskey, said: “Jameson continues to go from strength to strength across the globe, reaching the milestone of selling 10m cases in 2022. We attribute our success to Jameson’s incredibly smooth taste, consistent quality and strong brand values and personality, all brought to life beautifully in our new campaign.”

The campaign is live across TV, out-of-home, digital and social in the US and then will begin rolling out globally.

The spot was created in partnership with Ogilvy, which was appointed in June this year.

Nicola Wood and Andy Forrest, executive creative directors at Ogilvy UK, added: “We are very excited to welcome into the world our two new members of the Jameson Family, Jose and Julia. Like most new arrivals, these bundles of joy took nine months to bring to life by the incredibly talented Bryan Buckley. Our stories are brimming full of Irish wit and charm, showing how life can run smooth, even if things don’t go to plan. There is much more to come and we can’t wait to grow the family.”

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