Jameson Black Barrel believes its whiskey will kick up holiday festivities – and why it's now part of the global "Must Be a Jameson" campaign, which debuted last year.

Ogilvy UK, Ogilvy NY and Ogilvy Chicago are the agencies behind the new spot – "The Greatest Story Almost Told" – as part of the Irish whiskey's ongoing creative work. It features actor Aaron Taylor-Johnson, star of "Kick-Ass" and "Bullet Train." 

In the spot, English actor Taylor-Johnson is at the Jameson bar and other locales exploring the whiskey’s journey and secrets since its inception in 1780.

Jameson Black Barrel is made with aged double-distilled spirits and matured in deep charred oak barrels. It has notes of caramel, vanilla spice and toasted wood. The packaging was updated in July.

The spot, in 15-, 30- and 40-second iterations, is directed by Oscar-nominated Yorgos Lanthimos, who directed "Poor Things."

"This global campaign showcases the artistry that defines our brand and, along with our refreshed outer bottle, reinforces our commitment to elevate Jameson Black Barrel and solidify its position as a leader in the super-premium+ whiskey category. It is testament to the universal love for Jameson and a toast to the bonds that it fosters across cultures and continents," said Nodjame Fouad, chairman-CEO of Irish Distillers, the company that produces Jameson.

The campaign airs across television, audio, social, OOH and streaming channels in the U.S. and worldwide.

Jameson, a Pernod Ricard-owned brand, is the world's top-selling Irish whiskey, selling 10.2 million nine-litre cases in 2023.