Tullamore DEW

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This spot combined many of our favorite things: whiskey, music, wonderful actors, musicians, and a friend’s dog. 

Tullamore DEW, another William Grant brand, had a 30-second commercial that was created for their Irish market, but it wasn’t quite the right fit for the US. 

The goal was to re-think the execution of the same concept: a group at a pub spontaneously singing the Tullamore DEW jingle. With a deep love of Irish pubs, sing-alongs, and fiddle music (in addition to filmmaking, Rob had a previous life as a violinist) we went to work.

First, we changed the style of the filmmaking to observational, giving the sense that this event may have actually happened.

Next, we made the bold decision to record all the singing and accompaniment live on site, rather than relying on any ADR, which allowed the music to unfold in the real space.

Finally, we helped to expand the song, writing a few more verses so that an “extended version” could be available on YouTube (we’re particularly proud of “When the baby reveal didn’t go as planned / And your nephew has a personal brand”).

The result was a spot that did incredibly well, and, instead of the social media usage originally planned for the spot, it has played around the world, on broadcast, and even at stadiums. 

And a new earworm was born.