- The world’s bestselling and most awarded Irish whiskey invites viewers on a journey to discover the expert craftsmanship behind the creation of Jameson Black Barrel whiskey – a tale that can’t be fully expressed
- This is the latest iteration of Jameson’s ‘Must be A Jameson’ campaign series, launched in 2023, which celebrates the Jameson family principles of community and connection
- The campaign features esteemed actor Aaron Taylor-Johnson, direction by Yorgos Lanthimos and extraordinary set design by Oscar-winning Shona Heath
- The campaign marks Jameson Black Barrel’s new bottle design, revamped to better tell the untold story of the whiskey within – an exceptional blend of expertly aged select batch whiskeys with smooth notes of toasted oak, caramel and vanilla spice.
- The global short film commercial is available to watch on Jameson YouTube here.
Jameson, the world’s bestselling and most awarded Irish whiskey, proudly presents ‘Jameson Black Barrel – the Greatest Story Almost Told’, a new global campaign and the latest iteration within the wider ‘Must be a Jameson’ global campaign series. Celebrating a recently reimagined Jameson Black Barrel whiskey bottle, the campaign is anchored by a short film commercial starring internationally renowned actor Aaron Taylor-Johnson. Directed by Yorgos Lanthimos, the film heroes the exceptional Jameson Black Barrel – a combination of multiple distinctive batches of whiskey, expertly blended and aged to create a rich, smooth taste.
This short film at the heart of the campaign immerses viewers into the captivating world of Jameson Black Barrel, taking likeminded viewers on an adventure and welcoming them as part of the Jameson family. Set within a heightened version of Jameson Distillery, ideated and created by the visionary set designer Shona Heath, the lighthearted film follows Aaron Taylor-Johnson as he attempts to uncover the secrets of the incredible craftsmanship and passion that define the Jameson Black Barrel whiskey making process; secrets that aren’t written down — instead they live solely in the minds of those who know.
The journey begins in the Jameson Bar and flows seamlessly through a series of immersive spaces, as Aaron 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.
Aaron Taylor-Johnson finishes once again at the Jameson Bar setting, a place that embodies the spirit of togetherness and community within Jameson. As he celebrates and shares the whiskey expertly curated by the distillery team, he reflects on the journey that has propelled Jameson from its inception in 1780—always welcoming and forever smooth. As Aaron Taylor-Johnson raises a glass, he concludes with: “Well, I can tell you this—it’s the greatest whiskey I ever drank and the greatest story I never did tell.” As his journey concludes, it is clear that whilst he has offered a glimpse into the craftsmanship of the whiskey, the true magic remains a mystery, living solely in the minds of Jameson’s esteemed experts.
Speaking on the concept, Aaron Taylor-Johnson commented:
“When I visited the home of Jameson in Cork, Ireland, I was inspired by the genuine meticulousness to craft and process, as well as an allegiance to the company ethos. From the Master Cooper to the Master Blender, I witnessed firsthand the collective passion to create and define the prestige of the Jameson Black Barrel product. The collaboration with Yorgos Lanthimos was exhilarating – working with such a visionary director to proudly uphold the legacy of a product I deeply admire.”
Nodjame Fouad, CEO at Irish Distillers, makers of Jameson Irish Whiskey, comments:
“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. 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.”
Expertly crafted in Midleton, Jameson Black Barrel is a super-premium whiskey made from carefully selected, older and distinct batches of whiskey from Midleton Distillery. The whiskey is vigilantly watched over by Jameson experts as it is matured in different barrel types, including double charred black barrels, and skillfully aged, in order to deliver only the most exceptional final flavour. The result is a sublimely smooth taste, with rich notes of toasted oak, caramel and vanilla spice, making it a favourite among both connoisseurs and casual whiskey enthusiasts alike. In July 2024, Jameson Black Barrel’s packaging was updated to better tell the untold story of the whiskey within, reflective of the exceptional quality of the liquid it houses.
The new campaign and short film commercial, created in partnership with Ogilvy, will run across TV, OOH, digital and social in the U.S. and will be available globally from November 2024, with a launch in South Africa planned for 2025, captivating audiences worldwide with the fully immersive world of Jameson Black Barrel.
For more information, visit https://www.jamesonwhiskey.com/en/ or follow via social media @jamesonwhiskey.
Watch the 30 second cut HERE.
Watch the 15 second cut HERE.
