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2 February 2014 will see the launch of a new TVC campaign for South Africa’s number one alcohol brand*, Bell’s Whisky. The Reader tells the heart-warming tale of an elderly man who is learning to read. What makes the story even more touching is the man’s reason for undertaking this challenge: he wants to be able to read the book his son has written.
“This touching story of perseverance stays true to the values and spirit that the Bell’s brand has become known for,” says Thandeka Ngqumeya, Bell’s Whisky Brand Manager. “The slogan “Give that man a Bell’s!” is a phrase that has become synonymous with acknowledging exceptional achievement, especially when people go to great lengths to do something for someone else.”
“In The Reader we strove to create a storyline that would engage and inspire South Africans across the board” says Devin Kennedy, Executive Creative Director at King James. “The commercial celebrates universal themes such as friendship, family and community as well as the extra special things we do for each other.”
The commercial, conceptualised by King James, and directed by Greg Gray of Velocity Films will air for the first time on Sunday, 2 February 2014 on MNET between 17:30 and 19:00.
Creative Credits:
Director: Greg Gray, Velocity Films
Production House TV Producer: Helena Woodfine
Executive Creative Director, King James: Devin Kennedy
Creative Director, King James: Mike Wilson
Art Director, King James: Cameron Watson
Agency TV Producer: Caz Friedman
Client Service: Sheri Cook