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Jameson unveils new responsible drinking advert with Aisling Bea

Irish whiskey brand Jameson has unveiled a new responsible drinking advert with the slogan “Jameson. Easy Does It.” The campaign is part of Jameson’s commitment to tackling alcohol misuse and overconsumption.

The advert is co-written by and stars comedian Aisling Bea, bringing to light the pressures from society and peers which can lead to overconsumption, and inspires drinkers to embrace moderation.

The advert was developed with creative agency TBWA Dublin and directed by Tom Merilion and produced by Speers Film.

Commenting on her role in the campaign, Bea commented: “It has always been my belief that comedy can help shift cultural taboos and can be used to turn an unpopular topic into one we can talk about and effect change. So, I was delighted when Jameson asked me to write their responsible drinking advert, not just because I have grown to love working with the company and knew they would let me lean into comedy for it, but also because I truly believe that they, as a drinks company, want to be part of the evolution of how we drink and how we savour not just their product, but also life. The fun part of the challenge was to take the word ‘responsible’ and make it less ominous and more about simple mindset changes.”

Irish Distillers international marketing director Brendan Buckley added: “Jameson is committed to promoting responsible drinking among consumers. Our aim is to resonate with every kind of drinker by talking about a serious subject in a relatable, and authentic way, reflecting the attitude of the brand. We hope our message is crystal clear - you don’t need to drink to enjoy yourself. In the wise words of Aisling Bea…measure it, sip it or even skip it. Jameson, easy does it!”

The campaign launches in Ireland today, before rolling out across global markets later in the year. Across TV, digital and social. The advert can be found to watch here.

16 January 2023 - Bradley Weir