Jameson has unveiled a new responsible-drinking advert, ‘Take It Handy.’
According to the Irish whiskey-maker, ‘Take It Handy’ promotes responsible drinking by encouraging people toward more mindful, moderate consumption – reinforcing the message that ‘whether you measure, sip, or skip, no one should feel awkward for doing so.’
Co-written by and starring comedian Aisling Bea, the advert showcases a number of typical social-drinking scenarios in which consumers can find themselves when they choose to moderate their drinking or skip a drink.
Speaking on her involvement, 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.”
Developed with creative agency TBWA Dublin, directed by Tom Merilion and produced by Speers Film, the campaign was launched today (16 January) in Ireland and will be rolled out across global markets later this year – on TV, digital and social.
Brendan Buckley, international marketing director at Irish Distillers, 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.”