Popular pub transformed into film set for major Tullamore D.E.W. advert
Digan's reopens on Thursday evening after been closed since Tuesday morning for shooting of multi-million euro advert
Usually home to pints and punters a popular Tullamore pub has been transformed into a film set this week for the shooting of a multi-million Tullamore D.E.W. television and digital advert.
Digan's beat off stiff competition to be chosen for the filming of the advert which is part of a multi—million euro campaign that will kick off in 2027.
Aine McGrath, Global Head of Brand with Tullamore D.E.W.. said the campaign follows up on the highly successful 2023 campaign, some of which was also set in Digan’s.
She said filming featured nine central actors, extras, current D.E. Williams staff and of course, the majestic Tullamore D.E.W. Irish wolfhound.
Most of the filming was carried out on set in Digan's with some shooting in other parts of the town.
Caitriona Morgan, Client Partner with Defiant Agency, said the huge numbers involved in the production, from actors to producers and stylists, were all Irish or Irish based.
"It's a thriving industry at the moment," she stressed.
"On Tuesday we set up everything for testing and yesterday and today we were shooting," she told the Tribune on Thursday afternoon.
At that stage the pub was still a hive of activity. Some filming and other work had to be finished before the big clean-up to allow Digan's to reopen that night at 7pm, to quench its regular punters thirst.
An exhausted proprietor Brian Digan, said the campaign initially looked at other venues before whittling the list down to three pubs with Digan's being chosen.