...all about responsible drinking

Aisling Bea has created a series of adverts for Irish whiskey Jameson promoting responsible drinking.

Several of the commercials in the ‘Easy Does It’ campaign even have the message that it’s OK to order tap water at the bar, rather than promoting the spirit.

Bea – who co-wrote the ads and stars in one of them – said: ‘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 in to 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.’

We have made a host of lovely adverts for TV & online with a great, gas gang of actors. @jamesonwhiskey would love you to savour your drink. #JamesonEasyDoesIt pic.twitter.com/X82u2cTfJf

— Aisling Bea (@WeeMissBea) January 23, 2023

Bea became the face of Jameson last year, initially fronting a global campaign entitled ‘Widen The Circle’, based around the idea of expanding your real-life social connections.

Of the new campaign, the brand’s international marketing director  Brendan Buckley said: ‘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.’

The campaign was developed with creative agency TBWA Dublin, directed by Tom Merilion and produced by Speers Film, and has already started in Ireland ahead of a rollout elsewhere.

Published: 23 Jan 2023