Telling the moving story of an elderly man who learns to read, a highly creative
new TVC campaign for Bell’s Whisky conceptualised by Cape Town-based ad
agency King James and directed by Greg Gray of Velocity Films launched on
Sunday 2 February on pay- and free-to-air television channels in South Africa.
Titled The Reader, the ad utilises clever ways of portraying an uneducated
father’s journey to literacy as he aims to read the book his son has written.
Told in just over two minutes, director Greg Gray of Velocity Films, manages to
capture what is essentially a “mini movie’, expertly executed, that will tug at the
heart
strings as the father learns to master the written word in a variety of innovative
and fun ways, with fridge magnets, a board game, cards and alphabet pasta all
cleverly contributing to his objective.
Says Bell’s Whiskey Brand Manager, Thandeka Mgqumeya, “This touching story
of perseverance stays true to the values and spirit that the Bell’s brand has
become known for. The slogan “Give that man a Bell’s!’ is a phrase that has
become synonymous with acknowledg¬ing 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,’ adds 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 Reader aired on M-Net between 17h30 and 19h00; SABC1 between 19h00
and 19h29; SABC3 between 19h30 and 19h59; e.tv between 20h00 and 22h24
and Mzanzi Magic between 20h00 and 20h59.
View the full-length advert on YouTube: http://youtu.be/VteDp3IK-60 and view
the behind-the-scenes video on the making of The Reader: http://youtu.be/wkE-
cbwhhNA.
