• by Teresa Buyikian , Yesterday

Four Walls Irish American Whiskey is taking aim at the “so-called friendship recession,” in a new online video campaign.

The campaign launches with the brand’s founders, Rob Mac, Charlie Day and Glenn Howerton – all stars of the long-running comedy TV show “It's Always Sunny in Philadelphia” -- in a humorous PSA-style spot. Seen here, the trio faces the camera and begins bemoaning the state of friendships in the United States.

“When was the last time you really showed up?... remember parties? Buddies in the backyard telling jokes—that’s the good stuff,” they complain. Then diagnosing the problem with “we’ve lost the hang, the part that makes us human,” the group point out that the spot is not a brand campaign (but actually is), and encourage consumers to “start showing up again.” A super invites the viewer to “come on in” and sign the “pledge to hang” at PledgeToHang.com.

The spot runs on the brand’s social media platforms including @FourWallsTheBetterBrown on Instagram and @TheBetterBrown on X.

Upon navigating to the PledgeToHang.com site, the consumer is urged to sign up and “scroll less, show up more,” by committing to gathering with friends either at home, a sports game or the local bar.

Those who sign up will receive “real-life rewards” such as a $5 Uber voucher, “to get off their couches and get to the hang stress-free,” as well as potentially win a “grant” to “bring the most creative gathering ideas to life.” Other prizes include party-starter bundles, invitations to local events and drink specials in key cities.

Additional content will include an online series spotlighting bartenders. The campaign also includes matchday gatherings at the Wrexham AFC (Welsh soccer club) supporters' bars across the U.S. as well as a national tailgate partnership with True Fan Travel. Four Walls is an official partner of Wrexham AFC.

According to the brand, its name serves as a “tribute to the four walls that bring us all together: the bar.” Launched in 2023, Four Wall’s The Better Brown variety is made from grain and malt Irish Whiskies blended with American Rye.