“Serious whiskey that doesn’t take itself too serious.” That’s the idea behind the campaign and the “Lost Barrel” spot.

Who was John Jameson? Was he heroic? An iron-willed rapscallion who risked life and limb for his whiskey? Probably not. But there must be a great story behind such a great-tasting whiskey. And that’s what each spot in this campaign does. Explore the legend of John Jameson and his mythical passion for whiskey.In “Lost Barrel” we find Jameson leaping into icy waters, battling a giant sea creature and showing up at his own funeral. All in the name of whiskey.