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Aaron Taylor-Johnson fronts Jameson campaign
Jameson has teamed up with Kick-Ass actor Aaron Taylor-Johnson to celebrate the Irish whiskey brand’s reimagined Black Barrel bottle.
The packaging of Jameson Black Barrel was updated in July to ‘tell the untold story of the whiskey within’, the brand explained.
To mark the bottle’s new look, Jameson has launched its latest global campaign, titled Jameson Black Barrel – the Greatest Story Almost Told, starring Taylor-Johnson and directed by Academy Award-nominated filmmaker Yorgos Lanthimos (behind films such as The Lobster, The Killing of a Sacred Deer and Poor Things).
In the short film, English actor Taylor-Johnson is seen at the Jameson bar and in a series of ‘immersive spaces’ exploring the whiskey’s journey and secrets since its inception in 1780. To conclude the video, he raises a glass of Jameson and enthuses: “Well, I can tell you this – it’s the greatest whiskey I ever drank and the greatest story I never did tell.”
Bullet Train star Taylor-Johnson said he was inspired by the brand’s “genuine meticulousness to craft and process” during a visit to the distillery in Cork, Ireland.
He continued: “From the master cooper to the master blender, I witnessed firsthand the collective passion to create and define the prestige of the Black Barrel product.”
The campaign’s set, which includes a heightened version of Jameson’s Midleton Distillery, was created by Academy Award-winning set designer Shona Heath. It is a continuation of the ‘Must be a Jameson’ campaign series, which celebrates the brand’s family principles of community and connection. The campaign previously starred Irish actor Cillian Murphy.
The new campaign and short commercial, created in partnership with Ogilvy, will run across TV, out-of-home, digital and social in the US. The adverts will be available globally from November 2024, with a launch in South Africa planned for 2025.
“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,” added Nodjame Fouad, CEO at Irish Distillers.
“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 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-plus whiskey category.”
Jameson is the world’s biggest-selling Irish whiskey brand, selling 10.2 million nine-litre cases in 2023.
In September, it revealed the winners of Black Barrel Bartender Series 2024 competition.
You can watch the short film starring Taylor-Johnson below:
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