In a category where success has always been portrayed through a one-dimensional story of a single hero with a perfect journey towards achieving their goals, Jameson Select Reserve uncovers the unpopular yet true realities of success, especially in the South African context.

The Asiye campaign by Jameson Select Reserve is a story of collective progress, grounded in the idea that success isn’t an individual pursuit but rather a collective effort. It shifts the narrative from the conventional ‘me’ to an authentic and uplifting ‘we.’

‘Asiye’ is a colloquial South African term from isiZulu, meaning ‘Let’s go together, let’s do it together,’ a simple yet powerful action-orientated expression that inspires progress but stays faithful to the Jameson belief of inclusivity and collectiveness.

The campaign features a meticulously selected collective of South Africa’s notable personalities, namely actor and entrepreneur Thapelo Mokoena, celebrity chef Nti Ramaboa, queer rights activist, and Feather Awards co-founder Thami Dish and Drip Wear founder and entrepreneur – Lekau Sehoana. Comedian and Radio Personality, Thapelo “Tips” Seemise is the main storyteller.

The TVC campaign narrates the stories of how each of them has arrived at what is publicly celebrated as an individual achievement but has been positively impacted by many tumultuous experiences supported by many others who have formed part of their journey.

Through this campaign, Jameson Select Reserve is creating the space in the culture for these like-minded individuals and collectives with shared passions to come together, to share conversations that spark moments of alchemy and inspire each other to continue to build and grow as a community, ultimately widening the circle and pushing boundaries together.

The Asiye campaign, which launches nationwide on 04 October 2021, will roll out its digital and experiential activations for the remainder of the year. Like-minded consumers and enthusiasts are invited to join in on the Asiye conversations and celebrations across its platforms to stand a chance to win exclusive engagements with the key Asiye personalities.

“This latest campaign is yet another example of how Pernod Ricard, in association with Jameson, constantly strives to create an environment of diversity, inclusion, and authenticity in everything we do.

About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of some of the world’s most famous and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s bestselling Irish whiskey, experiencing 30 years of consecutive growth up to 2019 and hitting sales of 8.6m cases in 2021. Our brands are exported to 130+ markets.

Credits
Brand: Pernod Ricard
Product: Jameson Select Reserve
Campaign: Asiye campaign

Dermot Malone, Founder and Director at Banjoman Films wrote and directed the film, which draws on the rich history of Dublin’s buskers to parallel the story of Teeling’s brand. Teeling tasked Banjoman Films with creating a piece of content that communicates the message of looking back at the old to inspire the new.

#TeelingWhiskey #SpiritofDublin

Dermot says: “I felt a traditional busking singer-songwriter is a good representation of traditional Irish whiskey. The performance from this character is assured, comfortable and confident – as is the traditional Irish whiskey scene. Teeling, a new Dublin-based whiskey, is represented by a pioneering young artist who, while doing the same thing, is putting his own spin on it. I wanted to craft a story about a new art form that represents a new whiskey. Only when the lead character meets and learns from the old busker, can he look forward and achieve his own goals. The older musician character represents the old Irish tradition of Whiskey, whereas the hero is also a musician, but in a new, fresh way.”

The cinematic spot, graded by George K at MPC London with cinematography by Burschi Wojnar, uses stark colour and light contrasts to reflect the evolving narrative. The setting for the film also seeks to reflect the narrative of the brand, paralleling traditional landmarks and contemporary parts of the Irish capital.

Malone comments: “I love crafting cinematic visuals in general and always try to make the work compelling to the eye, even when the sound is turned off. Teeling wanted the ad to be extremely Dublin-centric but in a way that paints Dublin as new, cool and edgy, rather than cliched and steeped in ‘Paddywhackery’ – as can sometimes happen. We wanted to show a side of Dublin that isn’t often captured in commercials, shooting much of the story in Dublin 8, where the Teeling Distillery is based. The demographics are far-reaching, from the young cool musician to the older Whiskey drinker. There’s a place for everyone at the table.”

About Banjoman Films

Banjoman Films is a production company set up by award-winning director Dermot Malone in 2015. Since its humble beginnings, the Dublin-based company has now grown to three producers, representing an expanding roster of talented directors who craft outstanding commercials, content, and music videos. Over the years, Banjoman has gained numerous awards including a YDA win, ADFX Grand Prix, and Silver ICAD for Dermot Malone’s Nissan spot, ‘No More Nice Car’; a 2018 Kinsale Shark for Ciarán Dooley’s Homestore + More spot, ‘The Date’; as well as Best Short Film at ADIFF for director Mia Mullarkey’s piece, ‘Mother + Baby’. In long form, Banjoman has won two Screen Ireland short film funding schemes, with the films set to premiere at the Galway Film Fleadh this summer.

Credits
Client: Teeling Whiskey
Creative: Banjoman Films

Production
Production Company: Banjoman Films
Director: Dermot Malone
Producer: Matt D’Arcy
DOP: Burschi Wojnar
1st AD: Jim Corr
1st AC: Charlie Fleetwood
2nd AC: Sam Mulcahy
Sound Op: Niall Creaven
Gaffer Kev Fox
Best Boy Noel Greene
Art Director: David Jones
Hair/Make-Up: Aitana Silvana
Trainee: Sam Whelan

Cast
Young Busker – Dan Monaghan
Old Busker – Mark Devine
Post Production
Editor – Rob Hegarty
Post Sound – Kevin Breathnach @ Avondale Studios
Post Production – MPC London
Colourist – George K
Rap Music – Dylan Jones

Rental Houses: Cine Electric

Special Thanks
James Mather
Steve Kenny Ely Bar

Tags:
Banjoman Films, Teeling Whiskey, Teeling Whiskey Commercial, cinematography, Burschi Wojnar, Irish whiskey, Dermot Malone, Cine Electric, Digital Campaigns, Advertising Agency, alcohol ads, Alcohol advertising