It’s fair to say that whiskey is a pretty divisive drink, even among boozers, but if you are trying to show just how cool your brand is, one thing most people would agree on is that an actor who might just be the next James Bond is not a bad bet.
Enter Aaron Taylor-Johnson, who, if you believe the hype, will soon be seen in sharp suits, sporting a Walther P99 and driving an Aston Martin. Not in this film, however, as our soon-to-be 007, is dressed rather more casually.
It is the latest iteration of Jameson’s ‘Must be A Jameson’ campaign from Ogilvy UK which celebrates the Jameson family principles of community and connection.
In ‘Jameson Black Barrel – the Greatest Story Almost Told’, Taylor-Johnson celebrates the recently reimagined Jameson Black Barrel whiskey bottle which better tells the untold story of the whiskey within, reflective of the quality of the liquid it houses – a combination of multiple distinctive batches of whiskey, expertly blended and aged to create a rich, smooth taste, apparently.
Directed by Yorgos Lanthimos, the film, which sits at the heart of a global campaign, is designed to immerse viewers into the world of Jameson Black Barrel and welcome them to the Jameson family.
Set within a heightened version of Jameson Distillery, created by set designer Shona Heath, Taylor-Johnson attempts to uncover the secrets of the craftsmanship behind the Jameson Black Barrel whiskey making process; secrets that aren’t written down – instead living solely in the minds of those who know.
The journey begins in the Jameson Bar and flows through a series of spaces as Taylor-Johnson attempts, fruitlessly, to reveal the artistry and secrets behind such a “spectacular whiskey”, revelling in the smooth, rich tasting notes of Jameson Black Barrel – toasted oak, caramel and vanilla spice.
Irish Distillers chief executive Nodjame Fouad said: “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, whose passion mirrors the spirit and craftsmanship of Jameson Black Barrel.
“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.”
Running across TV, OOH, digital and social in the US, the activity will roll out globally from this month, and in South Africa during 2025.
Ogilvy Group UK chief executive creative director Jules Chalkley commented: “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.”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, we sit firmly on the side of the fence that doesn’t like whiskey much. Maybe we are simply not manly enough, maybe we haven’t found the right brand yet – so many distillers; so little time.
Even so, we do quite like the ad although all this “secret squirrel” stuff has been done to death. You never know, it may tempt us to try Jameson’s Black Barrel’s “supreme taste”; then again, it is Christmas coming up, so maybe a couple of freebies might help twist our arm.
As for Aaron Taylor-Johnson, having seen him in his Cavin Klein’s, we’re looking forward to seeing even more of him, shaken and stirred.
Decision Marketing Adometer: A “whiskey galore” 7 out of 10
