Jameson St Patrick’s Day advert – inspiring or patronising?
Jameson Irish whiskey have produced an advert celebrating the achievements of Ireland and encouraging people to be original and celebrate St Patrick’s Day their own way.
It has been praised by some online commentators for its excellent production and inspiring message, although others have accused it of being patronising to Ireland.
The ad begins by stating that the country has ‘done alright’ considering “our humble little island fits into Texas eight and a half times over. We’re proudly punching above our weight.
“A country our size has no right to be celebrated the world over, but that’s never stopped us.”
He encourages people to celebrate this St Patrick’s Day their own way and points out that Irish people have a history of using their creativity and imagination to overcome problems.
Statues of great Irish characters such as Daniel O’Connell and Jim Larkin are shown as examples.
The narrator then says that every bottle of Jameson carries the motto Sine Metu, which means without fear. He explains that “when you fear a bit less, you live a bit more”.
The commentary then pauses as a montage of people celebrating, spray painting and road bowling is shown with music playing in the background.
The narrator then returns and says: “You don’t have to be Irish to celebrate St Patrick’s Day. It’s all in your approach, run with it. Show us how it’s done. Be original.”
Jameson is clearly homing in on St Patrick’s Day, which is a huge event around the world with millions of people celebrating their Irish heritage each year on March 17.
The advert was made by professional filmmaker Scott Carthy and the production quality is undoubtedly high.
However, the message has split opinion on whether it is celebrating Ireland’s achievements or patronising the country.
Take a look and decide for yourself.
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