Ogilvy unveiled a fresh campaign for Jameson Irish Whiskey, featuring Saturday Night Live’s Jost and Michael in a humorous debut. This multi-faceted initiative includes out-of-home, digital, and social media components, as well as a captivating CTV commercial showcasing a luminous Jameson sphere in Las Vegas.

The whiskey is prepping for St. Patrick’s Day festivities. That begins with a run-up to St. Patrick’s Eve. The campaign celebrates those who embrace a lighthearted spirit.

The campaign started today and is expected to run through next month, also Ferries and water taxies will be wrapped with the brand in Chicago and there will be a digital takeover at L.A. Live.

The St. Patrick’s Eve work builds on the recent global campaign “Must Be a Jameson” which highlights those who take life in stride.

The new push also includes limited-edition St. Patrick’s Eve jackets, designed with Reed Art Department, and the launch of a new canned cocktail – the Jameson Orange Spritz targeting the 20something spirits drinker.

Johan Radojewski, Vice President of Marketing, Jameson Irish Whiskey, said: “Our Must be a Jameson campaign honors a community anchored by their shared lighthearted spirit, so when Leap Year skipped over a Saturday St. Patrick’s Day, we did exactly what a Jameson would do: we created a completely new holiday so people can start celebrating St. Patrick’s Day a little early. We teamed up with Colin Jost and Michael Che to help us seize this moment and encourage everyone to embrace St. Patrick’s Eve, because they’re a duo who appreciates a smooth Irish whiskey, good company and a brand-new holiday just like any Jameson would.”

Jameson Irish Whiskey is one of the first brands to ever drop the Times Square Ball to celebrate a new holiday. To further spread the St. Patrick’s Eve spirit from coast-to-coast.