Personally, I drank so I could feel comfortable, and then to get shitty

Using subtle sarcasm while speaking to a jaded populace of New York City commuters on the subway seems to be a common ploy with advertisers lately, and in a current advertisement in the 123 Line, Jameson whiskey is taking off where Bank of America left.

Seen last week on the 1 and 3 Lines, ads for Jameson whiskey were written with backwards text, or made reference to the ship in their label. (not photo'd) Both ads achieved a desired effect, inviting riders to look closer at the ads, straining to spot the ship in the label or read the backward text. The three ads photographed above however,
missed the mark. "Maybe people drink Jameson because they like to share, not like that guy taking up two seats." "Maybe because there are nine wrong ways to swipe your metrocard, but no wrong way to enjoy
a Jameson." Yah, maybe.

The sarcasm might seem clever and targeted, but I think it's a little weak. I'm reminded of something YM's publisher once said somewhere, to paraphrase, "you're in newyork now, get in the passing lane and hit the gas or pull the car over." In that light, I'd suggest some phrases for this ad campaign that are more pointed, more honest, and more direct. If you're going to talk to jaded people, best not to mince your words or be cute. Speak directly to them.

"You drink a bottle of Jameson in one sitting because you're a total alcoholic...so stop pretending. Pick up two tonight."

"You just got fired from your job that you hated going to anyways, and often would've rather killed yourself than get out of bed for another day at work. Tonight at least, Jameson will make you feel warm inside."

"You want to go out dancing and have a great time, but need a a few Jamesons first. Three shots before you leave the house should do the trick."

That seems better.

UPDATE: The NYTimes has started a blog about alcohol(ics/ism). Hmm, weird. File that under one of the few things I did not know.