Jameson Launches New Television Campaign

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Jameson Irish Whiskey, the fastest growing premium spirits brand in the United States, has announced the launch of “Fire,” a new television advertising creative that follows the success of Jameson’s “Tall Tales” campaign that debuted in 2009. The campaign focuses on legendary stories about John Jameson and the passion he has for his great tasting whiskey.

“The advertising campaign brings the character of John Jameson to life,” said Wayne Hartunian, Vice President, Whiskies and Cognac at Pernod Record USA. “And the cinematography is first class-rather than a typical commercial, the spot appears to be excerpted from an epic movie.”

Similar to the inaugural television campaign from last year, the new ad features a humorous “tall tale.”

“The Irish tradition of tall tales have creatively allowed us to take a traditional whiskey strategy-heritage-and turn it on its head by telling consumers the story of Jameson’s serious credentials in a not so serious manner,” said Sarah Watson, Worldwide Planning Director for Jameson at TBWA/Chiat/Day New York.

The ad is set in Dublin in 1789, when a huge fire threatened to destroy all that John Jameson held dear. As everyone runs in one direction, Jameson calmly walks toward a dam, which he valiantly opens with an axe. The resulting giant wave-which sweeps Jameson along with it-storms through the city and reaches the Jameson distillery just before the fire does, saving it from harm to all of Ireland’s delight.

The television campaign will be unveiled to consumers on Facebook on February 24 and will debut on-air February 28 with an aggressive schedule on national cable channels such as ESPN, Comedy Central, FX and Spike. It is supported by a comprehensive digital outreach effort to maximize reach and engage consumers. It will also be supplemented with radio and out-of-home advertising.

“Jameson has built an exceptionally loyal following among both consumers and the trade because it is an ‘authentic’ brand with an accessible and appealing taste. Our ad capitalizes on these attributes by clearly communicating Jameson’s essence-a serious whiskey that doesn’t take itself too seriously,” said Hartunian.