Ireland bids '[email protected]%king' farewell to a whiskey traitor

Like many holidays, St. Patrick’s Day has certainly evolved under the influence of American culture—from its establishment as a day of remembrance for the Christian missionary in the seventeenth century, to Chicago’s green-dyed river. As such, the people aren’t happy that Master Distiller Brian Nation defected last year from his hometown Cork for Minneapolis to start the Keeper’s Heart whiskey brand out of O'Shaughnessy Distillery.

In its first ad campaign, from AOR TDA Boulder, Keeper’s Heart brings a message from the people of Ireland to their famed whiskey connoisseur. The resounding sentiment is: “Go f--k yourself, Brian!”

The phrase is repeated by a school librarian and a woman on horseback. It gets a few unique spins too, such as when a man mowing his lawn exclaims, “I hope you fall down a f--king well, Brian!” or with a fisherman who says, “I hope you fall off the f--king boat, Brian,” as he tosses a net overboard.

“Jameson has only had three Master Distillers over the last century and Brian Nation was the third,” said Jonathan Schoenberg, executive creative director and partner at TDA Boulder, in a statment. “Brian leaving Ireland for America was like Tom Brady leaving New England for Tampa Bay. It was a big deal and while his fans, friends and family will always love him, they are pissed. Brian was a great sport allowing all these people to tell him to fuck off.”

The spot, as well as a 30-second variant, will run across the brand's social platforms, including Facebook, Instagram and YouTube.