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

Ads by Circus Maximus present the drink as a way to have fun in stressful circumstances–for better or worse

Published On
Sep 29, 2022

Editor's Pick

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.



Sep 29, 2022
Client :
Fireball Whisky
Agency :
Circus Maximus
Founder & Chief Creative Officer :
Ryan Kutscher
Chief Operating Officer :
Paul Sutton
Chief of Content & Partner :
Ashley Richardson-George
Executive Producer & Head of Production :
Carey Kight
Account Director :
Kiera Lacy
Senior Creative Content Producer :
Niqui Carter
Post Producer :
Jack Lee
Creative Director (Copy) :
Michael Mendieta
Art Director :
Olivia Lowry
Junior Designer :
Marley Crawford
Production Company and Post :
Yacht Club
Director :
Jake Ladehoff
Director :
Matt Morgan
Executive Producer :
Joe DePasquale
Line Producer :
Kristina Rathjen
Production Manager :
Minori Takahashi
Production Coordinator :
Maddy Pomilla
Head of Post Production :
Zach Law
Editor :
Aria Yagobi
Editor :
Matt Morgan
Music House :
Fulton Street Music Group
Executive Producer :
Alex Fulton
Senior Producer :
James Beer
Creative Director & Songwriter :
James Beer
Production Designer :
Jayne Clark
Wardrobe Stylist :
Mia Gutierrez
Sound Design :
Bobb Barito
Color Grade :
Ron Sudul

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