Pernod Ricard’s Jameson Irish whiskey brand has kicked off a worldwide, multi-media activation and TV ad. https://www.youtube.com/watch?v=TUVgTFUDWE8 ‘Widen the Circle’, announced today, forms part of a multi-year and -channel investment for Jameson. The campaign will be spearheaded by a TV spot called ‘That Spark’, which has been directed by Emmy- and Grammy-nominated Jake Scott and features Irish actor, writer and comedian Aisling Bea. A second ad is planned for later this year. “Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections,” said Pernod’s Irish Distillers global marketing director, Brendan Buckley. “It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging.” The Irish distillery has also unveiled its plans for the forthcoming St Patrick’s Day celebrations, which will culminate in a live-streamed performance by Irish post-punk band Fontaines D.C. on 17 March. Fans across the world will be able to watch the show online and free of charge by signing up for tickets through Jameson's website. Last month Pernod’s Irish Distillers division rolled out the Jameson Orange brand extension to the on-and off-premise channels across the US. Supply Chain Special – Who will be the winners and losers in 2022? – Just Drinks focus