Tullamore DEW officially release acclaimed ad

Though it’s been available online for some time now, this week Tullamore DEW officially revealed the latest chapter in its Irish True advertising campaign.

A video ad entitled “A Parting Glass” was shot in in Glendalough in Wicklow by New York agency Opperman Weiss, and was directed by Laurence Dunmore of Ridley Scott’s RSA Films.

The ad features a group of young men breaking out a bottle of Tullamore DEW to toast a friend who we presume has left this world, and has been lauded across the globe.

Speaking about the new ad Tullamore DEW global brand director Shane Hoyce said the whiskey is enjoyed “everywhere from Boston to Berlin, but we never forget our roots”.

Tullamore DEW was produced until 1954 in Tullamore, some 60 miles from where the ad was shot in Glendalough.

A new visitor centre in Tullamore was officially opened in September 2012, while a new €35m distillery that will bring whiskey production back to the town is set to open next autumn.

Speaking this week Offaly arts officer Sinead O’Reilly complimented the ad as a well-crafted piece. However she also suggested that an Offaly location could have been used to just as good effect in the ad.

Offaly is gaining a reputation amongst filmmakers, with films shot here in recent years including “Eden”, “The Other Side of Sleep”, “Pure Mule” and “Becoming Jane”. Offaly’s Film Commission - FilmOffaly - also offers a vendor card, which offers discounts to production companies filming in Offaly, as well as individual crew members working on productions.

Tullamore councillor Brendan Killeavy said he doesn’t think the location of the ad is a big deal, but suggested that the area at Durrow High Cross or the Slieve Bloom mountains would also have worked well as locations.

Where do you think the ad should have been filmed?

You can have a look at it here:

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