Ogilvy 'Must be a Jameson'

Jameson taps into its smoothness in ad voiced by Cillian Murphy

The global campaign is Ogilvy's first piece of work for the whiskey brand since being appointed in June

By creative salon

Irish whiskey brand Jameson has unveiled a global campaign, ‘Must be a Jameson’, narrated by Irish actor Cillian Murphy. The brand has highlighted the attributes that have propelled the company from its inception in 1780 – 'always welcoming and forever smooth'.

The campaign sets out to connect a world full of like-minded people who do not take themselves too seriously. Jameson invites people to toast to being a part of the family, anchored by the spirit of togetherness and community.

In the spot, first meet Jose, a suave man who cannot seem to have his day ruined, no matter what. 'Stained shirt? Missed turn? Not a problem for Jose. You see, Jose is never fazed and always chooses to drink smooth, triple-distilled Jameson whiskey. He Must Be a Jameson.'

Then, viewers are introduced to Julia, who rolls with whatever life throws her way. Julia is not afraid of a little adventure, and knows that if things take an unexpected twist, it is usually for the best. 'She Must be a Jameson.'

The characters make the most of every situation they find themselves in. According to Jameson, they are people who, when you see them, make you think “they must be a Jameson… and maybe I am too.”

Nodjame Fouad, CEO at Irish Distillers, makers of Jameson Irish Whiskey, commented: “Jameson continues to go from strength to strength across the globe, reaching the milestone of selling 10‐million‐cases in 2022. We attribute our success to Jameson’s incredibly smooth taste, consistent quality and strong brand values and personality, all brought to life beautifully in our new campaign.”

'Must be a Jameson' was created in partnership with Ogilvy, Jameson's global lead creative agency, who were appointed in June this year, and was directed by two-time Oscar-nominated writer-director, Bryan Buckley.

Nicola Wood and Andy Forrest, Executive Creative Directors at Ogilvy UK said: “We are very excited to welcome into the world our two new members of the Jameson Family, Jose and Julia. Like most new arrivals these bundles of joy took nine months to bring to life by the incredibly talented Bryan Buckley. Our stories are brimming full of Irish wit and charm, showing how life can run smooth, even if things don't go to plan. There is much more to come, and we can't wait to grow the family."

Director Bryan Buckley added: “I think this campaign is the perfect marriage between Jameson’s spirit, incredibly original storytelling, and compelling characters. Each spot we’ve painstakingly created is an uplifting and engaging piece of narrative which are essentially mini-films designed to make the world stop and take notice of Jameson in the best sort of way. I can’t wait for this work to get out there.”

The campaign is live across TV, OOH, DOOH, digital and social in the US and then will begin rolling out globally.



Ann Mukherjee – President of Pernod Ricard USA

Nodjame Fouad – Chairman & CEO, Irish Distillers

Colin Kavanagh – Chief Marketing Officer, Pernod Ricard USA

Joao Rozario – Marketing Director, Irish Distillers

Florian Sallaberry – Global Head of Communications & Content, Irish Distillers

Johan Radojewski – Vice President of Marketing, Pernod Ricard USA

Kelly Suhr – Senior Brand Director, Jameson

Sharon Dunne – Senior Marketing Manager, Comms

Saragh Killeen – Creative Content Director

Lindsey Marmel – Senior Manager, Creative Content

Georgina Kendrick – Senior Brand Manager

Lea Trippitelli – Assistant Brand Manager

Blaine Rueber – Senior Manager, Brand Communications

Jordan Brodsky – Director, Insights

Catherine Brady – Senior Manager, OmniMedia Strategist

Stephanie Ortiz – Associate Manager, OmniMedia

Daneyni Sanguinetti – Senior Director, Culture & Inclusive Marketing, Marketing

Diana Anaya – Manager, Culture & Inclusive Marketing, Marketing


Offices: Ogilvy UK, Ogilvy New York, Ogilvy Chicago

Executive Leadership

Antonis Kocheilas – Global CEO, Ogilvy Advertising

Liz Taylor – Global Chief Creative Officer


Nicola Wood – Executive Creative Director

Andy Forrest – Executive Creative Director

Alice Teruzzi – Creative Director

Francesca Ferracini – Creative Director

Liam Butler – Creative Director

Mark Harrison – Senior Art Director

Jen Richardson – Creative Director

Emily Clark – Creative Director


Sally Lipsius - Executive Producer

George Ward - Junior Producer

Eva McAlpine - Assistant Producer


Luke Ridgway – Executive Design Director

Alex Dunford – Lead Motion Designer

Kieran Wye – Designer

Olivier Lafayase – Designer


Matt Waksman – Head of Strategy, Advertising

Elise Alverson – Strategy Director

Natalie Chester – Strategy Director

Project Management

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


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