Jameson Irish Whiskey OOH

These Jameson Irish Whiskey out-of-home bus shelter ads aren't exceptional in their messages, which seem to be all over the place, but are definitely noteworthy for taking advantage of their location. I've always thought that localized ads draw instant attention, especially in places like the Midwest, just because people are more likely to think, "Hey! Minnesota!" The second one's attention to its location at a bus stop is also clever.

The most confusing for me though, and the one that seems least on-target with the other two, is the Gaelic one. I get that it stays with the product's key attribute of being Irish, but it doesn't work for me. Keep going with the theme of local and how it relates to me in terms of the product, not this weird Gaelic reference!

These were made by BAI\TBWA. A similar online ad (with a similar editorial about a non-cohesive message) can be found here, along with commentary from the BAI creative director. His points about the depth and richness of the Jameson brand are valid, but split up in outdoor form, they muddle that message.


"Maybe because Jameson is great on ice. Rumor has it there's a lot of that here."

"Maybe because this bus doesn't go to Ireland."

"Maybe it's because if you read the label backwards it sounds Gaelic."