A detective story woven through an alcohol ad. Just when you thought every idea possible had been done (and some to death) in alcohol advertising, TBWA/Dublin appropriates the fun of the classic whodunit into a new campaign for Jameson Irish Whiskey in the UK. It aims to reach the younger end of the UK market with its different approach.
John Kane, executive creative director, TBWA, commented, “When we discovered this story while on a recent trip to South Africa, we thought it was perfect for the UK. It’s recent, it’s true, it’s set in a great location and it’s full of great characters. We think the audience will be nicely surprised to find it comes from Jameson.”
The Case of the Most Unusual Case is the third instalment in the brand’s Based on a True Story series, which kicked off earlier this year with Scully Was to Blame.
The new 40-second TVC is directed by Stink Films’ Anthony Mandler, whose work includes Apple’s 2016 viral hit, Taylor vs. Treadmill, as well as films for Nike, Adidas, and David Beckham.
Simon Fay, International Marketing Director at Irish Distillers, noted, “The Case of the Most Unusual Case is the latest instalment of the Taste, That’s Why campaign, which puts the unique taste of the Jameson centre-stage. The new spot conveys the light-hearted, humorous attitude of Jameson in a very real and transparent way.”
The TVC is being supported by print, digital, and social content.
Credits:
Creative Agency: TBWA\Dublin
Executive Creative Director: John Kane
Creative Directors: Des Creedon & John Kilkenny
Creatives: Paul Arthurs & James Groarke
Agency Producer: Alex Cullen
Assistant Producers: Ana Baena Sanchez & Sarah Collins
Chief Strategy Officer: Mark Nolan
Planner: Aleesha Tully
CEO: Deidre Waldron
Head of Account Management: Paula Kelly
Account Director: Hugh Doddy
Senior Account Manager: Aoife McCarthy
Production Company: Stink Films London
Director: Anthony Mandler
Producer: Ben Croker
Executive Producer: Blake Powell
DOP: Max Goldman
Production Services: Beverly Wynn @ The Gatehouse
Production Designer: Herman Lampen
Editor: Sam Gunn
Lead Compositor: Allen Sillery @Screen Scene Dublin
Colourist: Tom Poole @ Company 3 New York
Audio Post: Mutiny Dublin
Music Clearance: Pitch & Sync London
Music: DJ Lagg @ A Trip to New York
Media Agency: Havas Media
Client: Jamesons Irish Whiskey (Irish Distillers)
International Marketing Director, Jameson: Simon Fay
Global Planning & Communications Director, Jameson: Fiona Curtain
Senior Marketing Manager, Jameson: Barry Fitzpatrick
Senior Brand Manager, Jameson: Deirdra McBeth
Head of Marketing, Pernod Ricard UK: Adam Boita
Senior Brand Manager, Pernod Ricard UK: Liam Murphy