Must be a Jameson

Agency: Ogilvy UK


Jameson Irish Whiskey – a famously smooth whiskey from a famously big family – presents its new global campaign, Must be a Jameson, narrated by Irish actor Cillian Murphy and directed by two-time Oscar-nominated writer-director, Bryan Buckley. Jameson is celebrating the attributes that have propelled the brand from its inception in 1780 – always welcoming and forever smooth. Sound kind of like you? You Must be a Jameson, too.

The campaign sets out to connect a world full of likeminded people who don't take themselves too seriously. So, if like a Jameson, you choose to see the green side of things, Jameson invites you to toast to being a part of the family, anchored by the spirit of togetherness and community.

In the brand's first hero spot, audiences meet Jose, a suave fella who can't seem to have his day ruined, no matter what. Stained shirt? Missed turn? Not a problem for Jose. He can turn a spilled drink into a happy accident or a bumpy boat ride into smooth sailing. You see, Jose is never fazed and always chooses to drink smooth, triple-distilled Jameson Irish Whiskey. He Must be a Jameson.

In the second hero spot launching in mid-November 2023 touting Jameson Orange – the brand's latest release that hit shelves in January 2022 – audiences meet Julia, who rolls with whatever life throws her way. Just as smooth as Jameson Orange, Julia isn't afraid of a little adventure, and knows that if things take an unexpected twist, it's usually for the best. She Must be a Jameson.

"Jameson is a serious whiskey that doesn't take itself too seriously, and this new campaign is our lighthearted take on connecting people through their shared outlook on life," says Johan Radojewski, Vice President of Marketing, Jameson Irish Whiskey. "Have you ever sat at a bar, saw a stranger, and wondered if you'd be friends in another life? Next time, go say hello. After all, they could be a Jameson, too."

Must be a Jameson was created in partnership with Ogilvy and will live across television, audio, social, OOH and streaming channels in the U.S. The campaign will launch in global markets in 2024.

In the spirit of the campaign's dynamic OOH displays, "If you've never set foot in Ireland, but still feel a part of the family," Jameson encourages you to learn more about the new campaign by visiting @Jameson_US or

This professional campaign titled 'Must be a Jameson' was published in United Kingdom in November, 2023. It was created for the brand: Jameson, by ad agency: Ogilvy UK. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 4 months ago.


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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