• by Fern Siegel , January 29, 2025

While several brands are new to Super Bowl advertising this year, one of them, Tullamore D.E.W. Irish Whiskey, is making a specific regional buy.

"Our spot will air exclusively in the Chicago market, where Tullamore D.E.W. fans share a passion for savoring sports' biggest moments with an authentic Irish whiskey in hand. 'Anthems' speaks to the sense of community we have in the small town of Tullamore, Ireland, and what we try to bring to the world through our whiskey," Paul Coffey, Tullamore D.E.W. senior brand manager at William Grant & Sons U.S., told Agency Daily.

Ad agency Quaker City Mercantile produced the creative, set in an Irish pub. Musicians and customers sing a song that sends up social media, online trends and tech. While these distractions are mocked, the focus is how sharing a Tullamore D.E.W. produces real connections.

"The Big Game is widely known to spark a similar sense of community among sports fans, so we knew it was the perfect place to air 'Anthems' this year," added Coffey.

The 194-year-old whiskey is from Tullamore, with a population of almost 13,000 people. The DEW or D. E. W. are the initials of one of Ireland's greatest distillers: Daniel Edmund Williams. His slogan — "Give Every Man His Dew" — still appears on the bottle.

Tullamore DEW, an 80-proof Irish whiskey, is triple blended from three types of Irish whiskey: malt, grain and pot still. Its long finish comes with notes of caramel and toffee.

The brand is the second-biggest-selling Irish whiskey in the world after Jameson. In 2022, it had 5.9% of U.S. Irish whiskey volume sales, according to Statista.