Jameson Irish Whiskey appoints TBWA to $25 million global account

- Spirits brand Jameson Irish Whiskey has appointed the TBWA network to create its first global advertising campaign following a competitive pitch against the DDB network.

- Spirits brand Jameson Irish Whiskey has appointed the TBWA network to create its first global advertising campaign following a competitive pitch against the DDB network.

The $25 million (£15 million) account is being run out of BDDP in France. The agency will test a new campaign in the UK and Spain in the run-up to Christmas before a probable international roll-out next year. The ads launch in the UK on 9 November with a £500,000 burst in print media. They will eventually run on television, press and posters.

The campaign is aimed at broadening the appeal of the brand beyond the traditional whiskey and Scotch drinker and will introduce the new endline: 'What's the Rush?'. One execution features a dollar bill hanging on a washing line accompanied by the words: "Every day $891,900 are lost by people who wash pants without checking their pockets first. What's the rush?".

Martin Riley, Irish Distillers' international sales and marketing director, said: "The campaign brings a new dimension to Jameson advertising by stressing the importance of people finding time to enjoy themselves in the company of friends against the backdrop of increasingly frenetic lifestyles. But it also reflects the smoothness of the Jameson brand and innate sociability of the Irish people."

Jamesons made its UK television debut last year with a £1 million campaign through Leagas Delaney. The commercial highlighted the smooth properties of the brand by showing two lovers trying to impress each other with their 'smoothness'.





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