By The Malketeer

The World’s No. 1 Irish Whiskey, Jameson, recently launched its inaugural global campaign, “Must be a Jameson,” featuring acclaimed actor Cillian Murphy as the narrator.

Representing Ogilvy’s debut global work for the Pernod Ricard brand, the campaign, directed by Oscar-nominated Bryan Buckley, aims to celebrate the whiskey’s smooth taste and its diverse and expansive fan base, highlighting themes of togetherness and community.

Director Bryan Buckley added: “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, minifilms designed to make the world stop and take notice of Jameson in the best sort of way.”

The campaign is live across television, audio, social, out-of-home (OOH), and streaming channels in the U.S., and is set for a global launch in 2024, strategically coinciding with the growing Irish whiskey market.

Capitalising on the star power of Cillian Murphy, renowned for his role in “Oppenheimer” and a potential Oscar contender, Jameson’s campaign blends the actor’s Irish roots with the diversity of whiskey enthusiasts. Although not explicitly holiday-themed, the release timing positions Jameson favourably for holiday gift shoppers.

The campaign subtly incorporates traditional seasonal messaging of togetherness and family, urging consumers not to take themselves too seriously.

The campaign’s core consists of two hero spots. The first introduces Jose, transforming mishaps into an adventurous journey culminating in a Jameson cocktail at a lively party. The second, launching in mid-November, follows Julia’s similar approach to life, also featuring Jameson Orange, introduced in January 2022.

In a media release, Antonis Kocheilas, Global CEO of Ogilvy Advertising, highlighted the campaign’s emphasis on Jameson’s smooth taste and light-hearted nature, creating a concept of a family connected by a shared spirit of not taking life too seriously.

The global Irish whiskey market witnessed remarkable growth in 2022, reaching $4.7 billion, and is projected to reach $7.5 billion by 2028. On the domestic front, Jameson is fast gaining popularity, market share and a strong brand loyalty in Malaysia .

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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