Jameson Whiskey has launched a new international brand campaign, ‘Widen the Circle’, featuring Irish actor, writer and comedian Aisling Bea.

Bea is the creator and star of ‘This Way Up’ and star of Netflix’s ‘Living With Yourself’. The ad, directed by Jake Scott, has a storyline of awkward social situations where people just click.

“As not just an Irish person, but as a comic and in my writing, I’ve always been about searching for human connections, how people come together,” Bea enthused.

“The campaign felt like the perfect fit for me, and I loved having the role of the person who is trying to get everyone to step out of their comfort zone and engage with people they may not have thought they were open or brave enough to.

"And the job came with the added bonus of getting a visit to the Jameson distillery which is not a bad day at the office at all.”

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Irish Distillers global marketing director Brendan Buckley commented: “Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections.

“It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging.”

Jameson has an annual marketing drive centred on St Patrick’s Day, and novelties this year include a live streamed performance by Fontaines D.C. on March 17.

Irish Distillers says Jameson had global sales of 8.6 million cases in 2021.