The Pernod Ricard-owned Irish whiskey brand is investing several million pounds in the campaign, which has been developed by TBWA\ Ireland and will run in key markets later this year.
Pernod Ricard will use the activity to boost awareness of the brand, which has previously been given little marketing support by the spirits giant.
Three television executions - 'The Drummer', 'The Dancer' and 'The Harpist' - will introduce the line 'More than meets the eye' as the brand's slogan.
The 'Harpist' execution shows a man dressed like a member of a rock band playing the harp, followed by the line 'Beyond the obvious'.
Ongoing marketing activity will focus on Jameson's heritage and the provenance of its ingredients. It will also highlight the drink's versatility and suitability for mixing with ginger beer.
Pernod Ricard's arch-rival Diageo is sponsoring the McLaren Formula One motor racing team through its Scotch whisky brand Johnnie Walker in a £15m-a-year deal to broaden international awareness.
Jameson also competes internationally with whisky brands including Chivas, Bells, J&B and Teachers.
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