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A European ad for Tullamore Dew Irish Whiskey manages to boil down <a href="http://www.businessinsider.com/google-dublin-office-photos-2013-6">Ireland</a> into a three minute short film. It's got rolling green hills, a somber mood, a Catholic church, and men singing over drinks. One of the guys even quotes James Joyce!
But it comes off as a love letter to the country rather than a cartoon, because despite the cliches, it's subtle and sweet.
In the ad, four young men travel through the rain to an old church. They've brought glasses and a bottle of Tullamore for the journey. Note that the men are actually the ones singing the folk song "The Parting Glass." Their voices were recorded in the old church in the video, the historic St. Kevin's. It's worth watching the full ad for the revelation at the end:

So whether you're losing your friend to death or marriage, Tullamore's will get you through the pain.
New York agency <keyword id="1947376" type="UNKNOWN" weightage="60" keywordseo="Opperman-Weiss">Opperman Weiss</keyword> produced the short film with British director Laurence Dunmore, of Ridley Scott's <keyword id="1947377" type="UNKNOWN" weightage="60" keywordseo="RSA-Films">RSA Films</keyword>.
Paul Opperman, co-founder of Opper Weiss, wanted the ad to feel so authentic that the Irish would embrace its "Irish True" campaign. "We wanted it to be so infallibly 'Irish True' that there was no possible way to question it," <a href="http://www.fastcocreate.com/3021817/how-a-new-york-agency-made-the-most-irish-whiskey-commercial-of-the-year">he told Fast Company</a>.

This Ad Exploits Every Irish Cliche And Stereotype Imaginable - And Is Still Astonishingly Beautiful

<ul class="summary-list"><li>The coronavirus outbreak has left tech companies and cities confronting a difficult choice ahead of a packed calendar of important industry conferences and events.</li><li>Many businesses organize product launches and other strategies around certain conferences, putting months of planning and resources into the effort.</li><li>But conferences are particularly conducive to spreading viruses because they bring large crowds together in close proximity from many locations.</li><li>Several major tech conferences, including the Mobile World Congress in Barcelona and Facebook's F8 developers' conference, have cancelled their events because of the coronavirus. </li><li>South By Southwest, the sprawling Austin festival that brings 400,000 together each March, says the show will go on, even as tens of thousands of people have signed a petition calling for it to be cancelled.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>Hundreds of millions of dollars at stake, tens of thousands of people awaiting word on whether they will travel to a long-awaited work event, and a deadly virus spreading around the world. Welcome to the agonizing dilemma of conferences amid coronavirus concerns. On Monday, South By Southwest said it would carry on with the annual music and tech festival in Austin, Texas, even as several high-profile participants, including Facebook and Twitter, dropped out. Increasing the anxiety, Austin's CBS News affiliate announced Tuesday that the city was testing a patient that could be its first case of the deadly virus spreading around the worldSouth By Southwest is just the latest conference teetering between continuing on with fear and health risks looming, or cancelling to huge disappointments and financial losses as the result.Whether to stay the course and hope for the best, even as major participants drop out, or to call a "rainout" and cancel the event, potentially at the last minute, is a quandary facing businesses, city leaders and conference organizers and it often involves more than a simple financial cost-benefit analysis. Alla Valente, a security and risk analyst at Forrester Research, travelled from her home in New York to San Francisco last week amid worries about the <a href="https://www.businessinsider.com/china-virus-everything-we-know-deadly-2019-ncov-wuhan-spread-2020-1">coronavirus outbreak</a> in order not to miss one of the cybersecurity industry's premiere events. What she found at the RSA conference was not like the previous half-dozen RSA conferences Valente has attended in the past. Cybersecurity is a booming industry alive with threats and innovation, but it didn't feel energized this year. "You could feel the difference on the show floor and at networking events," she said. Three big corporate sponsors - IBM, Verizon and AT&amp;T - had pulled out. Some networking and schmoozing moved offsite to cafes and hotels, limiting opportunities for chance encounters. The stock market meltdown and virus fears loomed in the background. Valente questioned whether the economic uncertainty and accompanying social awkwardness made it worthwhile for companies to attend."Why would you want to be in a position where your customers are asking you questions you don't have answers to?"<h2>The show must go on?</h2>Robert Siegel, an immunologist at Stanford University, says conferences are particularly conducive to spreading viruses. In fact, if you wanted to create the ideal system to spread something like the coronavirus, convening thousands of people from all over the world, packing them into a confined space where they shake hands and talk at close quarters, and then spitting them back out in different directions would be a good way to do it."In terms of spreading respiratory viruses, this is greatly facilitated by close contact between large groups of individuals, and by people arriving from and dispersing to distant locations."<a href="https://www.businessinsider.com/china-virus-everything-we-know-deadly-2019-ncov-wuhan-spread-2020-1">As of Monday, </a>the death toll of the coronavirus outbreak has surpassed 3,100, with more than 92,000 people infected. China, where the virus originated, has seen a drop-off in its rate of new cases, but the virus seems to be gaining momentum in other parts of the globe. <a href="https://www.cdc.gov/coronavirus/2019-ncov/about/prevention-treatment.html">The Centers for Disease Control</a> continues to recommend avoiding people who are sick, avoiding touching your eyes, nose, and mouth, and washing your hands. In the past few days more than 34,000 people signed a petition asking the governor of Texas and conference organizers to cancel South By Southwest. The sprawling festival brings more than 400,000 people to Austin every March for breakfast tacos, mingling and the latest in tech, gaming, music, and film - a cocktail that the petitioners say will almost surely leave certain city residents at risk of infection. <a href="https://www.sxsw.com/covid-19-attendee-information/">Despite the outcry, the South By Southwest organizers announced Monday</a> that "we are proceeding with the 2020 event with the health and safety of our attendees, staff, and volunteers as our top priority." Shortly after SXSW reaffirmed plans to persevere, Facebook announced that it would not participate, renewing doubt about the conference going forth.Registered attendees for South By Southwest complained on Twitter Tuesday that they were being told they could not get refunds for virus-related cancellations, including a man from Brazil who included a screenshot of an email from the conference telling him that.South By Southwest says on its web page that it does not issue refunds "under any circumstances." It's not clear if that policy would apply should SXSW, as the festival is known, were to cancel the event. Representatives from SXSW did not immediately return requests for comment. <h2>Big dollars and big risks</h2>It's easy to understand why event organizers and cities are hesitant to call off a big conference. <a href="https://explore.sxsw.com/hubfs/2018%20SXSW%20Economic%20Impact%20Analysis.pdf?submissionGuid=99ce2cec-1e41-4bf9-9184-34a6d28082b0">South By Southwest estimates</a> it brings some $350 million to Austin each year. San Francisco tourism authorities estimate conference-goers spend an average of <a href="https://www.sftravel.com/article/san-francisco-travel-reports-record-breaking-tourism-levels-2018-gives-projections-2019">$567 a day in the city. </a>Cancelling an event means losing all that revenue. <a href="https://www.reuters.com/article/us-china-health-mobileworld-crisis/missed-call-counting-the-cost-of-no-show-mobile-world-congress-idUSKBN207235">Reuters reported</a> that cancelling Mobile World Congress cost the Barcelona economy some $500 million, and that insurance would not cover exhibitors' costs.Conferences can lose, too. Mathew Ross, a New York attorney who represents event insurers, has seen claims as high as $25 million from conferences that cancelled. But settling claims can be difficult in a situation like conferences face with the coronavirus. Cancelling might be a legitimate business decision for a conference, but that doesn't automatically mean the conference's financial loss is covered because policies address specific contractual situations. Was cancelling a judgement call, or a necessity? Could the conference have been postponed, as the Game Developers Conference was in San Francisco last week? "Fear of travelling is not necessarily covered," he says. When big sponsors pull out, they can lose sponsorship fees of up to a quarter-million dollars, according to conference contracts. Cancelled non-refundable flights could add more to companies' losses. But crisis communications experts say financial losses can be preferable to the hit on a conference or company's reputation if it's perceived they put employees at risk. "With the current hype and level of public and media concern at the very moment, one would be taking a bigger reputational and even a financial risk by holding a conference now in an area prone to the coronavirus. Although the numbers still suggest that people will likely not be infected in most situations, the losses incurred with cancellation are far less than those if just one person gets infected, let alone if that person should pass," says Juda Engelmayer, president of HeraldPR, a New York firm that handles crisis communications. Mobile World Congress, the giant telecom conference, set a precedent by cancelling the conference on February 12, less than two weeks before 100,000 were due to convene in Barcelona. At that time there had been around 1,100 deaths from the disease, which had reached around 45,000 known infections. A week later in San Francisco, the Game Developers Conference endured the same Prince Hamlet debate: To be or not to be, and the virus dominated the news and <a href="https://www.businessinsider.com/facebook-oculus-sony-gdc-2020-coronavirus-2020-2">big sponsors withdrew</a>. Attendees on Twitter discussed whether they could get their money back if they followed the big companies in dropping out. The conference wouldn't be the same without Sony, Facebook, and Microsoft - some of the major companies who announced they would skip the event - so why should the conference get to keep their money?On Friday, less than three weeks before the 30-year-old conference was scheduled to begin, organizers postponed the show until this summer. GDC issued a statement that was good news to those registered to attend: "If you are a currently registered paid passholder, you will be receiving an email about your registration status and any next steps regarding refunds, which conference and expo attendees will be receiving in full."<h2>The next best thing to being there</h2>You can't spread virus germs online, and some companies are exploring virtual alternatives. On Monday, Nvidia, the Silicon Valley graphics processing units (GPUs) company, cancelled the in-person part of a developers conference scheduled to bring 10,000 to San Jose the third week of March. The conference will continue its online sessions and issue refunds, the company said.<a href="https://www.businessinsider.com/google-cloud-cancels-next-conference-coronavirus-2020-3">On Monday</a> Google Cloud canceled its biggest event of the year, Google Cloud Next, which was set to be held in San Francisco in April. The company said it planned to replace the in-person conference with "streamed keynotes, breakout sessions, interactive learning and digital 'ask an expert' sessions with Google teams."But while a virtual conference provides protection from health threats, it can't replicate the value of the meetings and schmoozing, planned and unplanned, that happen face-to-face. The crowds and cachet of certain conferences might not necessarily survive the shift to a virtual format. Computer engineer and open-source software evangelist Peter Czanik came to the RSA conference from Hungary and said, "I never considered staying at home. First of all, I did not want to abandon half a year of work. And I also considered the event as low risk."But, he acknowledged, the news from San Francisco seemed to reverberate back home. " Yes, my colleagues are worried. I was asked to work from home for two weeks, once I am back."<a href="/intelligence/digital-health?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_subscription&amp;itm_content=health&amp;itm_campaign=digital-health"></a>Featured Digital Health Articles: - <a href="/telehealth-industry-explained">Telehealth Industry: Benefits, Services &amp; Examples</a> - <a href="/value-based-care-pay-for-performance-healthcare-model">Value-Based Care Model: Pay-for-Performance Healthcare</a> - <a href="/senior-care-market-trends">Senior Care &amp; Assisted Living Market Trends</a> - <a href="/wearable-technology-healthcare-medical-devices">Smart Medical Devices: Wearable Tech in Healthcare</a> - <a href="/artificial-intelligence-healthcare">AI in Healthcare</a> - <a href="/remote-patient-monitoring-industry-explained">Remote Patient Monitoring Industry: Devices &amp; Market Trends</a>

From SXSW to San Francisco's gaming confab, the coronavirus is forcing tech companies and cities to make a tough choice with huge stakes: Cancel or let the show go on?

<div class="image-container float_right" style="width:400px"><div class="image"></div>YouTube</div><keyword id="42034" type="COMPANY" weightage="60" keywordseo="Jaguar">Jaguar</keyword> is pulling out all the stops to <a href="http://www.businessinsider.com/jaguars-newly-revealed-f-type-2012-9#">promote its first new sports car since 1974</a>, and that includes releasing a 13-minute ad/short film starring <keyword id="86749" type="UNKNOWN" weightage="60" keywordseo="Homeland">Homeland</keyword>'s Damian Lewis.
Lewis, who told the <a href="http://www.hollywoodreporter.com/news/damian-lewis-brings-british-quirk-444834">Hollywood Reporter that the Ridley Scott produced gig "fell into [his] lap,"</a> was excited to play what he saw as a quirky British character, especially considering that "There's not a lot of comedy in Homeland."
Filmed in Chile — "As a redhead, I stood there occasionally thinking, 'Wow, I really wasn't designed for the desert.'" Lewis told THR — "Desire" is about a man who's about to deliver the $92,000 F-Type but gets embroiled in a gangster's altercation with his wife. (Obviously leading to a chase in the desert).
Lana Del Rey provides a soundtrack with a song called "Burning Desire," which was <a href="http://www.businessinsider.com/jaguars-newly-revealed-f-type-2012-9#lana-del-rey-sang-burning-desire-which-she-wrote-for-the-f-type-4">exclusively written for the car's launch.</a>
Although advertisers have been known to release short films rather than ads, sometimes cutting longer online versions down to TV commercial length, the sweet spot is usually around three and a half minutes. This was the length of <a href="http://www.adweek.com/news/advertising-branding/ad-day-prada-148181">Prada's short by Wes Anderson and Roman Coppola</a> and <a href="http://www.youtube.com/watch?v=yaBNjTtCxd4">Cartier's short that went viral last Christmas.</a>
But going longer isn't unheard of.
Fallon helped launch <a href="http://en.wikipedia.org/wiki/The_Hire">BMW Films in 2001</a>. A series of approximately 10-minute branded short films, starring Clive Owen as the Driver, were released online to a general audience.
George Bryant of the Brooklyn Brothers, which created the short with RSA Films, told Ad Age that this is <a href="http://adage.com/article/news/jaguar-s-12-minute-film-starring-homeland-s-damian-lewis/241063/">"not BMW all over again</a> ... This is drama and narrative -- we were all on board to make something different."
Bryant continued that the Jaguar film also differed in terms of its marketing strategy, building a supposed $9 million in unpaid media buzz by creating online chatter months before it premiered. 
Watch the ad below and let us know if you saw it through to the end:

'Homeland' Lead Damian Lewis Stars In This 13-Minute Ad For A $100K Jaguar

The past year's most viral ads were shocking, scary, or hilarious, but they all triggered a strong enough emotional response to inspire the viewer to share them with friends.
Video technology company Unruly just released a list of the most shared ads of 2013, based not upon views, but by how many times someone shared a link on <keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword>, <keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword>, or a blog.
5. Cornetto, "Yalin": 2.91 million shares
There's a good chance you actually never saw this Turkish ad, a tale of teenage romance for Unilever's Cornetto ice cream brand Cornetto. Its popularity is based on its universal tale, and the catchiness of Turkish pop singer Yalin's song. RSA produced the short film: 

4. Kmart, "Ship My Pants": 3.05 million shares
Draftfcb retained Kmart as a client largely due to the success of this commercial, based on a simple pun repeated over and over. People couldn't get enough of hearing an almost explicit phrase on their televisions and computer screens:

3. Evian, "Baby and Me": 3.32 million shares
Evian's ads have regularly featured babies since the brand launched in 1935, and agency BETC brought them back this year. They cast babies that strongly resembled the adult actors they had recruited to make the ad's visual trick work. Beautiful babies with CGI dance moves? Instant classic:

2. Geico, "Hump Day": 4.03 million shares
The beauty of this ad from The Martin Agency is that its shareability is built into it: it's an ad about Hump Day meant for Hump Day. About 67 percent of the ad's shares fell on Wednesdays throughout the year. Here's the annoying camel that got millions of tired workers through the week:

1. Dove, "Real Beauty Sketches": 4.24 million shares
Ogilvy &amp; Mather's ad for Dove became a viral sensation because it addressed women insecure about their looks and gave them hope through a social experiment. A forensic artist created sketches based on a woman's self-perception and another person's perception of them. The results showed that the subjects were all being much too hard on themselves:

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This Ad Exploits Every Irish Cliche And Stereotype Imaginable - And Is Still Astonishingly Beautiful

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