Jameson Whiskey is celebrating the principles of community and connection in its latest big-budget campaign, starring Hollywood stalwart Aaron Taylor-Johnson.
‘The Greatest Story Ever Told’ is the latest work in the distiller’s ‘Must be A Jameson’ creative platform, and was developed in partnership with creative agency Ogilvy UK.
Centred around a 30-second spot, the campaign will run across TV, out-of-home, digital and social media channels globally from this month, with a launch in South Africa planned for 2025.
Ogilvy Group UK chief executive creative director, Jules Chalkley said: “The Jameson family continues to expand with the next chapter of Must be a Jameson.
“We’re excited to see the brand’s spirit come to life again as Aaron Taylor-Johnson goes on a quest for the ingredients and craftmanship behind Black Barrel’s supreme taste, the greatest story almost told.”
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The film, directed by five time Oscar nominee, Yorgos Lanthimos, shows Taylor-Johnson attempting to uncover the secrets behind the Jameson Black Barrel whiskey-making process; only to discover these secrets aren’t written down and instead live in the “minds of those who know”.
The ad begins in the Jameson Bar and flows through a series of immersive spaces, designed by Shona Heath -the production and costume designer known for the 2023 film Poor Things- as Aaron Taylor-Johnson attempts to reveal the secrets behind the whiskey.
CEO of Irish Distillers, makers of Jameson Irish Whiskey, Nodjame Fouad added: “Jameson Black Barrel perfectly exemplifies our tradition of innovation in Irish whiskey making – it’s a whiskey that wouldn’t be possible without the expertise of our team and the generations before them.
“We are excited to bring this exceptional whiskey and its sleek new look to life through our new campaign, featuring Aaron Taylor-Johnson, whose passion mirrors the spirit and craftsmanship of Jameson Black Barrel.
She continued: “Under Yorgos Lanthimos’ direction, the campaign showcases the artistry that defines our brand and, along with our refreshed outer bottle, reinforces our commitment to elevate Jameson Black Barrel and solidify its position as a leader in the super-premium+ whiskey category.”
