The brief was to connect individuals who share similar attitudes and outlooks on life, particularly those who do not take themselves too seriously and have a positive perspective. The brief was to emphasise the sense of community and togetherness among such individuals, likening them to the attributes of Jameson Irish Whiskey. It encouraged people who resonate with this mindset to join the “Jameson family”.

Narrated by Irish actor Cillian Murphy, Must Be a Jameson celebrates the attributes that have propelled the brand from its inception in 1780 – always welcoming and forever smooth. The launch film features characters who roll with the punches, embrace unexpected plot twists, and always are up for an adventure. For the director, the campaign is the perfect marriage between Jameson’s spirit, incredibly original storytelling and compelling characters. Each spot was painstakingly created and is an engaging piece of narrative designed to make the world stop and take notice.

"Must Be A Jameson" marks Jameson's inaugural global campaign, uniting whiskey enthusiasts worldwide with its message of camaraderie and smoothness. Targeting current and potential fans, the campaign celebrates shared moments and inclusivity. Amidst a whiskey revival in 2024, their marketing emphasized authentic connections with consumers, reflecting Jameson's commitment to fostering strong relationships. The campaign embodies Irish wit and smoothness, resonating deeply with its core audience and aiming to maintain Jameson's leading position in the market amidst growing competition.