Whisky brand Fireball asks drinkers to say 'f' it in first campaign

Fireball Cinnamon Whisky is using the 'F'' word in its first creative campaign, a set of ads encouraging people to throw caution to the winds and live an uninhibited life in stressful situations.

The effort, called “Free Your Fire,” was created via Circus Maximus and directed by Jake Ladehoff & Matt Morgan via Yacht Club. It includes three spots each showing a different scene where someone “frees (their) fire” by drinking Fireball.

One spot features a person in a graduation cap and gown being peppered with questions around what they’re going to do after university. They say “F it” and are transported to a dubious frat house-type setting where everyone’s downing shots of Fireball. 

The other ads include a person worried about going on a date before saying “F it” and having a whale of a time in a bar; and a work party gone wild with more Fireball shots.

“At Fireball we're all about breaking the convention of what the world looks like,” said Danny Suich, global brand director for Fireball, in a statement. “Our consumer is at that age where they’re entering the (generally) much less fun world of ‘adulting’ and there’s this pressure to conform to what’s expected, predictable and...boring. We reject that life has to be done that way – the fire within doesn’t go out just because you’re getting a little older.”

The spots are airing via an integrated, digital-first media plan including streaming services, social and strategic media partnerships.