Home News Creative Jameson Irish Whiskey Launches Third Iteration of Campaign in the UK

Jameson Irish Whiskey Launches Third Iteration of Campaign in the UK

Jameson Irish Whiskey has launched the latest iteration of its advertising campaign which is targeted at the UK market called “The Case of the Most Unusual Case.”

The campaign is the third instalment in the brand’s ‘Based on a True Story’ series, which kicked off earlier this year with ‘Scully Was to Blame’. The campaign was created by TBWA\Dublin.

The 40-second TVC is directed by Stink Films’ Anthony Mandler, whose work includes Apple’s 2016 ‘Taylor vs. Treadmill’ spot, as well as for Nike, Adidas, and David Beckham.

Set in Johannesburg in 2017, ‘The Case of the Most Unusual Case’ follows two detectives as they investigate a peculiar crime. Making their way through the lively downtown district of Maboneng, the pair reach a warehouse crime scene, where they discover a puzzling detail: the thieves have made off with only the Jameson, leaving everything else untouched. Later, the detectives mull over the mystery over drinks at a bar – wondering not so much as to who is responsible, but why. However, the thieves’ motives soon become clear when the detectives taste Jameson for the first time.

John Kane, Executive Creative Director TBWA, said “When we discovered this story while on a recent trip to South Africa, we thought it was perfect for the UK. It’s recent, it’s true, it’s set in a great location and it’s full of great characters. We think the audience will be nicely surprised to find it comes from Jameson.”

Simon Fay, International Marketing Director at Irish Distillers, said “‘The Case of the Most Unusual Case’ is the latest instalment of the ‘Taste, That’s Why’ campaign, which puts the unique taste of the Jameson centre-stage. The new spot conveys the light-hearted, humorous attitude of Jameson in a very real and transparent way.”

TVC will be supported by print, digital, and social content.


International Marketing Director, Jameson: Simon Fay
Global Planning & Communications Director, Jameson: Fiona Curtain
Senior Marketing Manager, Jameson: Barry Fitzpatrick
Senior Brand Manager, Jameson: Deirdra McBeth
Head of Marketing, Pernod Ricard UK: Adam Boita
Senior Brand Manager, Pernod Ricard UK: Liam Murphy

Creative Agency: TBWA\Dublin
Executive Creative Director: John Kane
Creative Directors: Des Creedon and John Kilkenny
Creatives: Paul Arthurs and James Groarke
Agency Producer: Alex Cullen
Assistant Producers: Ana Baena Sanchez and Sarah Collins
Chief Strategy Officer: Mark Nolan
Planner: Aleesha Tully
CEO: Deidre Waldron
Head of Account Management: Paula Kelly
Account Director: Hugh Doddy
Senior Account Manager: Aoife McCarthy

Media Agency: Havas Media
Media Planners: Patrick Blackman, Paul McGloughlin, and Natalie Weil

Production Company: Stink Films London
Director: Anthony Mandler
Producer: Ben Croker
Executive Producer: Blake Powell
DOP: Max Goldman
Production Services: Beverly Wynn @ The Gatehouse
Production Designer: Herman Lampen
Editor: Sam Gunn
Lead Compositor: Allen Sillery @Screen Scene Dublin
Colourist: Tom Poole @ Company 3 New York
Audio Post: Mutiny Dublin
Music Clearance: Pitch & Sync London
Music: DJ Lagg – A Trip to New York

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