News release 06.11.23: Jameson, the world’s bestselling and most awarded Irish whiskey*, presents its new global campaign, ‘Must be a Jameson’, narrated by Irish actor Cillian Murphy. Jameson is celebrating the attributes that have propelled the brand from its inception in 1780 – always welcoming and forever smooth. Sound kind of like you? You Must be a Jameson, too.
The campaign sets out to connect a world full of likeminded people who don’t take themselves too seriously. Jameson invites you to toast to being a part of the family, anchored by the spirit of togetherness and community.
First, 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, Jose is never fazed and always chooses to drink smooth, triple-distilled Jameson whiskey. He Must Be a Jameson.
Then, meet Julia, who rolls with whatever life throws her way. Julia isn’t afraid of a little adventure, and knows that if things take an unexpected twist, it’s usually for the best. She Must be a Jameson.
They make the most of every situation they find themselves in. They are people who, when you see them, make you think “they must be a Jameson… and maybe I am too.”
Nodjame Fouad, CEO at Irish Distillers, makers of Jameson Irish Whiskey, comments: “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.”
“Must be a Jameson” was created in partnership with Ogilvy, Jameson’s global lead creative agency, who were appointed in June this year, and was directed by two-time Oscar-nominated writer-director, Bryan Buckley.
Nicola Wood and Andy Forrest, Executive Creative Directors at Ogilvy UK: “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.”
Director Bryan Buckley adds: “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.”
The campaign is live across TV, OOH, DOOH, digital and social in the U.S. and then will begin rolling out globally.
Jameson Irish Whiskey is the leader of the Irish whiskey category and is ranked among the top three global whiskey brands.[1] Having experienced 30 years of consecutive growth up until 2019, Jameson reached unprecedented sales of over 10 million cases in 2022. Every bottle of Jameson is distilled and matured at the world renowned Midleton Distillery in County Cork, Ireland.
For more information on ‘Must Be A Jameson’, visit Jameson Irish Whiskey (jamesonwhiskey.com) or follow via social media @jamesonwhiskey.
*Based on the tasting results of the six most influential tasting competitions (2011-2022), including; The Irish Whiskey Masters, International Wine and Spirits Challenge, International Spirits Challenge, Beverage Testing Institute, San Francisco World Spirits Competition and Ultimate Spirits Challenge.)
CREDITS | Jameson | Must Be a Jameson
Launch: November 2023
CLIENT
Ann Mukherjee – President of Pernod Ricard USA
Nodjame Fouad – Chairman & CEO, Irish Distillers
Colin Kavanagh – Chief Marketing Officer, Pernod Ricard USA
Joao Rozario – Marketing Director, Irish Distillers
Florian Sallaberry – Global Head of Communications & Content, Irish Distillers
Johan Radojewski – Vice President of Marketing, Pernod Ricard USA
Kelly Suhr – Senior Brand Director, Jameson
Sharon Dunne – Senior Marketing Manager, Comms
Saragh Killeen – Creative Content Director
Lindsey Marmel – Senior Manager, Creative Content
Georgina Kendrick – Senior Brand Manager
Lea Trippitelli – Assistant Brand Manager
Blaine Rueber – Senior Manager, Brand Communications
Jordan Brodsky – Director, Insights
Catherine Brady – Senior Manager, OmniMedia Strategist
Stephanie Ortiz – Associate Manager, OmniMedia
Daneyni Sanguinetti – Senior Director, Culture & Inclusive Marketing, Marketing
Diana Anaya – Manager, Culture & Inclusive Marketing, Marketing
AGENCY
Offices: Ogilvy UK, Ogilvy New York, Ogilvy Chicago
Executive Leadership
Antonis Kocheilas – Global CEO, Ogilvy Advertising
Liz Taylor – Global Chief Creative Officer
Creative
Nicola Wood – Executive Creative Director
Andy Forrest – Executive Creative Director
Alice Teruzzi – Creative Director
Francesca Ferracini – Creative Director
Liam Butler – Creative Director
Mark Harrison – Senior Art Director
Jen Richardson – Creative Director
Emily Clark – Creative Director
Production
Sally Lipsius – Executive Producer
George Ward – Junior Producer
Eva McAlpine – Assistant Producer
Design
Luke Ridgway – Executive Design Director
Alex Dunford – Lead Motion Designer
Kieran Wye – Designer
Olivier Lafayase – Designer
Strategy
Matt Waksman – Head of Strategy, Advertising
Elise Alverson – Strategy Director
Natalie Chester – Strategy Director
Project Management
Joel Metcalf – Project Management Lead
Emily Fry – Project Director
Anna Matyasovszki – Project Manager
Account Management
Andrew Brooks – Managing Partner
Amy Medellin – Executive Group Director
Kate Woodruff – Client Partner
Alex Pryce – Business Director
Rachel Passman – Account Director
George Skane-Davis – Senior Account Manager
Calvin Twist – Account Executive
