The multi-media campaign will be spearheaded by a TV ad called ‘That Spark’, which focuses on awkward social situations in which people ‘click’.
Directed by Emmy and Grammy nominee Jake Scott, the ad features Irish actor, writer and comedian Aisling Bea, creator, and star of BAFTA award-winning show ‘This Way Up’ and star of Netflix’s ‘Living With Yourself’.
Bea said: “It’s a joy being part of Jameson’s new ‘Widen the Circle’ campaign.
“As not just an Irish person, but as a comic and in my writing, I’ve always been about searching for human connections, how people come together.
“The campaign felt like the perfect fit for me and I loved having the role of the person who is trying to get everyone to step out of their comfort zone and engage with people they may not have thought they were open or brave enough to.
“It's the surprising thing we have so dearly missed the last two years and the job comes with the added bonus of getting a visit to the Jameson distillery which is not a bad day at the office at all.”
Part of a multi-year multi-channel investment behind Jameson, the campaign, devised in partnership with advertising company TBWA, comes ahead of a key period for the Irish distiller, including St Patrick’s Day celebrations on 17th March.
Coinciding with the launch, a series of St. Patrick’s Day events are due to take place, culminating in a live streamed performance by Irish post-punk band Fontaines D.C. on 17th March via the Jameson Connects platform.
Make new connections
Jameson global marketing director Brendan Buckley said: “As the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting the world to embrace other kindred spirits and ‘Widen the Circle’.
“Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections.
“It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging.”