Jameson Irish Whiskey

In Larry Fong’s comme

rcial for Jameson IrishWhiskey “The Hawk of Achill” there is a truly unique air about it. This is a very successful commercial in capturing the audience. This commercial begins quite suspensefully with eerie music and it is set in Ireland around the beginning 19^th century. It opens to a worried women

peering through a crack in a door with villagers running for cover. An enormous shadow of a bird sweeps over the town as John Jameson, the founder of Jameson Irish Whiskey, pulls up to a pub and goes inside. A patron at the pub looks at Jameson with a worried look and Jameson

goes outside to find one of his precious barrels of whiskey had been taken with an extraordinarily large feather on the ground being the only clue as to who the culprit could be. The scene transitions to another time in the same location as two men roll a barrel out of the tavern. The culprit of the last barrel heisting was back for more and took the barrel recently expelled from the bar in its talons and dropped it off on its epic nest. Once the barrel landed on the nest the top popped off and John Jameson re-enters the scene. He discovers his stolen barrel in the Hawk of Achill’s nest as well as a lady.

The hawk comes back looking ferocious and the scene cuts. The commercial ends with a celebration going on and John Jameson is there as well as the lady from the nest. The camera pans out to find the hawk is also there, only it is cooked this time as a bottle of Jameson Irish Whiskey appears on the screen with the words “Taste Above All Else”.’s attention with the use of a wonderful little story of the supposed Irish myth of the Hawk of Achill. Even though there is no such tale I could find about this mythical beast, it does a fantastic job of upselling Jameson Whiskey. If a gigantic elusive hawk likes Jameson Irish Whiskey, who wouldn’t? This commercial has an excellent use of emotional appeal through the fantastical story. Although it is only a second longer than one minute in length this short story really has a lot going for it. From the suspenseful opening to the hero getting the girl he saves, it’s a non-stop adventure for Jameson Whiskey.It is obvious the driving force behind this commercial is its pathos, or emotional appeal. Its fictional, passionate story for the beloved whiskey stolen by the giant Hawk of Achill also helps to create a longing in our heart for Jameson Irish Whiskey. Indeed every aspect of this commercial reminds us of Whiskey. It is set in Ireland in a tavern; the plot revolves around a stolen whiskey barrel. The narrator’s voice sounds like that of a whiskey drinking Irishman. The music in the background is suspenseful and adds an anxious overtone, carrying the viewer throughout, on their quest to return the whiskey. The brand name Jameson appears every time you see a whiskey barrel as well as at the very end of the commercial. Also the narrator constantly reminds us it is John Jameson trying to get back his whiskey, Jameson Whiskey. It was very cleverly done constantly yet gently bombarding us with the brand name. The use of well-made period costumes and a very convincing 1800’s setting gives the viewer an instilled sense of longevity, proving this whiskey has withstood the test of time adding to its creditability with the viewer. All and all I would say this was a splendid commercial. It does a truly fantastic job of advertising. In fact it did such a great job I actually got a bottle, and maybe after you watch it, you will too.