Tullamore D.E.W seeks to loosen up crazy world

(Courtesy RTO+P)

Feel like the world has gone a little bit mad? Tullamore D.E.W agrees.

The authentic 192-year-old Irish-based whiskey brand teamed up with Independent Creative Agency,  Red Tettemer O’Connell + Partners (RTO+P) to set the humble, self-deprecating, “unwavering” character of Tullamore D.E.W. loose on a culture that is constantly chasing trends, fetishizing the latest greatest, and obsessed with all things celebrity and influencer.

In their new campaign, “Unwavering Whiskey in a Crazy World”, Tullamore D.E.W. aims to combat a culture that too often tries to make people feel they need to be something they are not.

“We are celebrating what’s at the core of Tullamore DEW- authentic small town values, and good fun with good friends. The campaign aims to remind people about the things in life that truly matter” said Emily Ivers, Marketing Director of Tullamore D.E.W.

To capture that authenticity, RTO+P went to Tullamore, Ireland to shoot the :30 and :15 spots to launch the campaign. The independent shop partnered with a production company based in Dublin and shot all around the town of Tullamore and at the Tullamore D.E.W. distillery, to showcase the brand’s hometown Irish roots. Watch below:


“Our goal in developing the creative for this campaign was to prove that the best things in life are authentic” added Steve Red, President & Co-Chief Creative Officer of RTO+P. From filming in Ireland to partnering with a local production team in Dublin, the audience gets a genuine view of the brand from start to finish.”

Combining several digital and social components, the campaign will run across various social media platforms, on-Premise, Radio and OOH including in social and digital extensions that will expand into the on-premise. 


CLIENT: Tullamore D.E.W


  • President Co-Chief Creative Officer: Steve Red
  • Co-Chief Creative Officer: Steve O’Connell
  • VP, Creative Director: Ari Garber
  • Copywriter: DJ Ursetta
  • Art Director: Ty Crump
  • VP, Director of Strategy: Angus McCoubrey
  • Group Account Director: Alexis Papazian
  • Senior Account Manager: Aimee Goldstein
  • VP, Digital & Social: Uri Weingarten
  • Director, Social: Frank Esposito
  • Senior Social Strategist: Tim Stoeckle
  • Senior Producer: Joe Mosca
  • Producer: Niall Segundo
  • Editor: Chip Schofield


Director: Kevork Aslanyan

MUSIC: Don McCloskey

Sign up for our FREE e-lert here.  Stay on top of the latest advertising, film, TV, entertainment and production news!