The What's the Rush TV advertising for Irish whiskey Jameson has been switched to cinema for a £750,000 pre-Christmas campaign. By moving to the big screen, Pernod Ricard UK is hoping to reach 60% of the brand's 25 to 44-year-old target audience in London and the north east ­ a total of 4.7 million adults. General manager Ian Totman said: "Jameson is performing well ahead of the whisky market, so we are going into the busiest part of the year with great optimism. "The brand's consumers have a much younger profile than traditional blended whisky and they enjoy the easy drinking experience that Jameson offers. "In addition, the work we have done with mixing it as a long drink helps it compete with products such as vodka." {{DRINKS }}