Jameson Irish Whiskey launches new global campaign


Jameson Irish Whiskey has launched a new global campaign titled ‘Must be a Jameson’.

Narrated by Irish actor Cillian Murphy and directed by two-time Oscar-nominated writer-director, Bryan Buckley, the campaign sets out to connect a world full of likeminded people who don’t take themselves too seriously.

‘Must be a Jameson’ was created in partnership with Ogilvy teams spanning London and New York, Jameson’s global lead creative agency, who were appointed in June this year.

Director Bryan Buckley explains, “I think this campaign is the perfect marriage between Jameson’s spirit, incredibly original storytelling, and compelling characters.  Each spot we’ve painstakingly created is an uplifting and engaging piece of narrative which are essentially mini-films designed to make the world stop and take notice of Jameson in the best sort of way.  I can’t wait for this work to get out there.”

Nicola Wood and Andy Forrest, Executive Creative Directors at Ogilvy UK said, “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.”

Nodjame Fouad, CEO at Irish Distillers, makers of Jameson Irish Whiskey, added, “Jameson continues to go from strength to strength across the globe, reaching the milestone of selling 10‐million‐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, OOH, DOOH, digital and social in the U.S. and will begin rolling out globally later in 2024.

Watch the 30 second ad here