The only way is Jose.

Irish whiskey brand Jameson reckon everyone wants to be like Jose, a man who takes life in his stride. How many people would prefer to be like Cillian Murphy, the narrator of this commercial, instead? Not only is he a phenomenal actor, he's immune to memes, acronyms, and social media ("I'm just too old for that, you know?")

Jose has his charms as well, but in that general "I'm the protagonist in a drinks commercial" sort of way. Sure, he's deft enough to turn a stain on his shirt into a pattern, avoid red lights in the car, and pilot a boat without a steering wheel, but he's got a lot of competition in this sector. Would he out-smooth a Heineken protagonist, for example?

Product Category: Whisky

Territory: UK

The only way is Jose.

by Andrew MacGregor

Irish whiskey brand Jameson reckon everyone wants to be like Jose, a man who takes life in his stride. How many people would prefer to be like Cillian Murphy, the narrator of this commercial, instead? Not only is he a phenomenal actor, he's immune to memes, acronyms, and social media ("I'm just too old for that, you know?")

Jose has his charms as well, but in that general "I'm the protagonist in a drinks commercial" sort of way. Sure, he's deft enough to turn a stain on his shirt into a pattern, avoid red lights in the car, and pilot a boat without a steering wheel, but he's got a lot of competition in this sector. Would he out-smooth a Heineken protagonist, for example?

Product Category: Whisky

Territory: UK