A couple of weeks ago, they released a new 'hard-hitting' video to tackle binge-drinking.
Because, you see, Rankin is awfully concerned about the problem, so he is.
Jameson, the world’s best selling Irish whiskey, is delighted to announce details of a new advertising campaign which will go live from 4 September, and will be supported with a fully integrated marketing spend, of €5 million. The “It’s a Jameson Thing” campaign is a series of portraits shot by internationally renowned portrait photographer and film director Rankin.And the 'not-associated-with-binge-drinking-at-all-really' target?
The new campaign targets 25 to 34-year-old men by “reinforcing Jameson's credentials as a premium and contemporary spirit, while also supporting its leading position in the UK”.Such a split in Rankin's loyalties doesn't come as much of a surprise though. You see, the guy has form.
His last collaboration with NHS Birmingham was a gore-fest of an anti-smoking video, so hideous in its portrayal of a smoker being brutally beaten senseless, that it has been flagged 'inappropriate' by YouTube for anyone under 18.
However, as I mentioned in September, Rankin doesn't find anything too violent in tobacco when he is pallying up to showbiz stars. If anything, one would assume he considers smoking rather photogenic.
Rankin's anti-drink offering merely backs up my previous conclusions about his odd flip-flopping (if he is giving his services for free), or the wasteful nature of the NHS (if he's not).
Either the NHS are spunking a hell of a lot of money, which could be better directed towards front line services, on this disgusting advert. Or Rankin is a quite egregious hypocrite.If I were a bookie, this new evidence would persuade me to make the former the favourite.
Or maybe both.