Dublin-based Irish Distillers, the proud owner of Jameson Irish Whiskey, has kicked off a brand-new worldwide advertising initiative titled "Must be a Jameson."
Narrated by Cillian Murphy, acclaimed for his roles in "Peaky Blinders" and "Oppenheimer," and directed by the two-time Oscar-nominated filmmaker Bryan Buckley, this marks Ogilvy's debut campaign for the brand.
Ogilvy secured the global account in July through a competitive pitch overseen by R3.
The WPP-owned agency clinched the win by committing to operate a "borderless team spanning the agency’s global creative network," focusing on "global strategic and creative duties for the brand."
The campaign made its initial debut in the U.S. market recently, encompassing TV, audio, social, OOH and digital platforms, with a global rollout scheduled for 2024.
Designed to unite a community of easygoing individuals who appreciate a good time, the campaign aims to showcase people who embrace life without taking themselves too seriously.
The inaugural hero TV commercial introduces José, an effortlessly cool individual who consistently opts for the smooth taste of triple-distilled Jameson whiskey.
The second spotlight features Jameson Orange, a variant introduced in January 2022.
Having dominated the Irish whiskey market with a remarkable 67% global share, Jameson achieved sales exceeding 10 million cases in 2022.
The whiskey is crafted and matured at the renowned Midleton Distillery in County Cork, Ireland, where Irish Distillers employs over 800 individuals across operations in Cork and Dublin.