Jameson Gives a History Lesson Featuring Damsels in Distress, Runaway Trains, and Invading Prussians

By Bob Marshall 

From TBWA\Chiat\Day NY and director John Hillcoat (The Road, Lawless) comes this epic spot for Jameson that turns 1800s Dublin into the Wild West. Well, I guess it’s a possibility that Dublin did resembled the American frontier during this time period, but due my education at the hands of the U.S. public school system, I have no idea. Thanks, school.

In Jameson’s recent marketing blitz, which includes a slew of outdoor ads, the brand is attempting to re-introduce its founder and namesake, John Jameson, with some personality a la Captain Morgan. Jameson is depicted as a handsome, rugged, Irishman—a cowboy dressed in what I assume is traditional Irish garb. “Iron Horse” does a great job re-introducing the character to the small screen. In traditional Spaghetti Western form, Jameson leaps from his horse to a run away train, saving precious human and whiskey cargo while keeping the viewing audience compelled all the while. (The little twist at the end was delightful as well). Given Hillcoat’s experience directing Westerns, the brand and agency knew what they wanted, and they got it.


Keeping in mind Jameson’s reputation as “that whiskey you drink because you don’t feel like paying for Jack Daniel’s,” giving John Jameson a story seems like a move in the right direction for the brand. Let’s just hope the rest of his adventures are as compelling as this.