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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Powerful and Different, New J&B Commercial

31/10/2013
Advertising Agency
London, UK
60
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JWT Cape Town and Keith Rose shoot campaign starring DJ Sbu

Cape Town – 24 October 2013: J&B Rare, the iconic Scotch whisky that has always played by its own rules continues to set itself apart from others with its powerful new television commercial, “Made Different” staring multi-talented Sbusiso Leope, better known as DJ Sbu.
 
Created by JWT Cape Town and directed by Keith Rose, one of South Africa’s most awarded and respected commercials’ directors, the beautifully crafted film tells the story of DJ Sbu’s unique journey from a rough Johannesburg neighbourhood to acclaimed kwaito artist and music business mogul, breaking the boundaries of music in his native South Africa.
 
The 45” commercial was shot at a variety of locations, over 5 days in Johannesburg, and provides a unique insight into the attitude that drives DJ Sbu to succeed.  Bhelekazi Ntshangase, J&B Brand Manager, commented on the commercial’s perfect synergy of brand and celebrity, saying "We were looking for someone who, like our brand, was made different, someone who challenged the status quo and made it, and continues to make it."
 
For fans of work that is really made different, J&B South Africa’s Youtube channel features the extended 2’30” version - click here to view.

 

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