Jameson Irish Whiskey has launched its new global campaign, Must be a Jameson, narrated by Irish actor Cillian Murphy and directed by two-time Oscar-nominated writer-director, Bryan Buckley.

Murphy, who most recently starred in Oppenheimer and was the lead in the TV show Peaky Blinders, explores the attributes that have propelled the brand from its inception in 1780 – always welcoming and forever smooth. Sound kind of like you? You Must be a Jameson, too.

The campaign sets out to connect people who don’t take themselves too seriously.

In the brand’s first hero spot, audiences meet Jose, a suave fella who can’t seem to have his day ruined, no matter what. Stained shirt? Missed turn? Not a problem for Jose. He can turn a spilled drink into a happy accident or a bumpy boat ride into smooth sailing. You see, Jose is never fazed and always chooses to drink smooth, triple-distilled Jameson Irish Whiskey. He Must be a Jameson.

In the second hero spot launching in mid-November 2023 touting Jameson Orange – the brand’s latest release that hit shelves in January 2022 – audiences meet Julia, who rolls with whatever life throws her way. Just as smooth as Jameson Orange, Julia isn’t afraid of a little adventure, and knows that if things take an unexpected twist, it’s usually for the best. She Must be a Jameson.

“Jameson is a serious whiskey that doesn’t take itself too seriously, and this new campaign is our lighthearted take on connecting people through their shared outlook on life,” said Johan Radojewski, Vice President of Marketing, Jameson Irish Whiskey.

“Have you ever sat at a bar, saw a stranger, and wondered if you’d be friends in another life? Next time, go say hello. After all, they could be a Jameson, too.”

The campaign will launch in global markets in 2024.