Must Be a Jameson Campaign | Clapboard Ad Archive

Must be a Jameson

Description

Launched in November 2023 in the United Kingdom, the integrated campaign Must be a Jameson, created by Ogilvy UK for Jameson Irish Whiskey, offers a refreshing and inviting narrative that celebrates the brand’s distinctive smoothness and welcoming spirit since 1780. Featuring narration by Irish actor Cillian Murphy and direction from two-time Oscar-nominated writer-director Bryan Buckley, the campaign embodies Jameson’s ethos of togetherness and lightheartedness, connecting a global audience of like-minded individuals who embrace life’s imperfections with a smile. Through its first hero spot, viewers meet Jose, a charming, unflappable character who transforms everyday mishaps into moments of joy, embodying the smooth and resilient qualities of triple-distilled Jameson whiskey. The mid-November 2023 launch of the second hero spot introduces Julia, who mirrors the adventurous and adaptable spirit of Jameson Orange, the brand’s latest variant launched in January 2022. Both characters personify the campaign’s core message that if you approach life with positivity and community-mindedness—if you see the green side of things—then you too must be a Jameson. As Johan Radojewski, Vice President of Marketing, emphasizes, the campaign takes a lighthearted approach to fostering connections among those who don’t take themselves too seriously. Must be a Jameson will unfold across multiple channels including television, audio, social media, out-of-home advertising, and streaming platforms in the U.S., with plans for a global rollout in 2024. The campaign’s dynamic presence invites consumers to feel part of a broader family, even if they’ve never visited Ireland, encouraging them to learn more by engaging with Jameson’s social handles and website, further strengthening the bond between the brand and its community through authentic storytelling and shared values.

Credits

Client

Jameson

Agency

Ogilvy UK, Ogilvy New York, Ogilvy Chicago

Producer

Antonis Kocheilas: Global CEO, Ogilvy Advertising, Liz Taylor: Global Chief Creative Officer, Sally Lipsius: Executive Producer, George Ward: Junior Producer, Eva McAlpine: Assistant Producer

Executive Creative Director

Nicola Wood: Executive Creative Director, Andy Forrest: Executive Creative Director

Creative Director

Alice Teruzzi: Creative Director, Francesca Ferracini: Creative Director, Liam Butler: Creative Director, Jen Richardson: Creative Director, Emily Clark: Creative Director

Art Director

Mark Harrison: Senior Art Director, Luke Ridgway: Executive Design Director, Kieran Wye: Designer, Olivier Lafayase: Designer

Motion Graphics Artist

Alex Dunford: Lead Motion Designer

Strategic Planner

Matt Waksman: Head of Strategy, Advertising, Elise Alverson: Strategy Director, Natalie Chester: Strategy Director

Crew

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

Campaign Proposition

The "Must be a Jameson" campaign positions Jameson Irish Whiskey as a brand that embodies smoothness, approachability, and a welcoming spirit, emphasizing a shared outlook that values resilience and lightheartedness. The brand proposition centers on celebrating individuals who, like Jameson’s famously smooth triple-distilled whiskey, navigate life’s challenges with ease and positivity, fostering a sense of community and togetherness. This narrative frames Jameson not just as a beverage but as a symbol of camaraderie and an inclusive mindset. Strategically, the campaign leverages the insight that modern consumers appreciate authenticity and relatability, especially in social drinking contexts. By personifying the brand through characters like Jose and Julia—each representing a calm, adaptable approach to everyday mishaps—the campaign connects emotionally with audiences who identify with resilience and a playful attitude. The creative approach uses narrative storytelling led by familiar figures, such as narrator Cillian Murphy and director Bryan Buckley, to amplify this authenticity while spanning multiple channels, including television, audio, social, out-of-home, and streaming platforms. The choice to introduce Jameson Orange within the same thematic framework broadens appeal to adventurous consumers seeking variety without compromising the brand’s core values. Targeting individuals who “don’t take themselves too seriously” and enjoy social togetherness, the campaign invites viewers into an inclusive community anchored by shared values rather than solely product features. By encouraging spontaneous connections—illustrated by the suggestion to strike up conversations with strangers—the campaign taps into social scenarios that enhance brand relevance. Launching initially in the UK and U.S. with plans for global rollout, the campaign positions Jameson as a timeless yet personable brand adapting to contemporary social dynamics in the alcoholic drinks market.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on introducing characters (Jose, Julia) who embody the smooth, easygoing spirit identified with Jameson drinkers. The ads deliberately cast likeminded, relatable people who "don't take themselves too seriously," equating their positive, unflappable attitude with the core Jameson attribute (“Must be a Jameson, too”). The narrative doesn't follow a classic problem–solution arc nor rely on story resolution via product. Instead, viewers are invited to see themselves in these figures, celebrating an aspirational identity tied directly to the brand. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats