Pernod Ricard UK has launched the first TV advert in seven years for its leading Irish Whiskey brand Jameson, with a high-impact, £1.2million campaign.

The 40 second ad will air for the first time on September 6 and will run for four-weeks, during prime viewing time for the brand’s 25-34-year-old male target audience.

Based on a true story, the creative reconstructs a warehouse robbery in Johannesburg in which crate of Jameson were stolen in favour of more valuable goods. In the cinematic adaptation, the two investigators understand the rationale for the robbery when they taste a Jameson serve in a neighbourhood bar later that evening.

Adam Boita, head of marketing for Pernod Ricard UK, said: “The Jameson brand is going from strength to strength and this campaign enables us to continue to recruit a younger consumer to enjoy Irish Whiskey. We want to drive further awareness of the Jameson brand identity plus its great taste, and we believe the true story element and cinematic style will engage our target audience.”

To support the TV activity, six-second teaser clips will be posted on social media and online video channels two-days ahead of campaign’s launch. Additional media investment also includes print advertising in The Metro newspaper.