Deciphering what was behind the camera and what Jay Kay, the singer of Jamiroquai, was trying to achieve in the video clip “Virtual insanity”, one of the most emblematic in the history of music, is something that has occupied fans for decades. Thirty years after its launch, Beefeater is presented as the artist’s object of desire to promote his alcohol-free variety.
Together with the Lucky Generals agency, and in collaboration with Jay Kay himself, the gin brand has recreated the music video as part of its digital campaign “Get more with Beefeater 0.0”. With it, the Pernod Ricard brand posits its drink as a facilitator of new experiences and an ally to squeeze and make the most of every moment.
The idea is transferred with the expansion of the narrative and creative universe of the original video clip. Thus, the advertisement goes beyond the iconic mobile room and opens viewers to new worlds in a more unpredictable journey than the one proposed in the 90s. Beefeater 0.0 is presented as a trigger for the action, and the drink becomes the key to more rooms, more adventures and more hats, in a reflection that moderation is also an option to get more out of life.
This is the original video clip for “Virtual Insanity”:
“Beefeater 0.0% seeks to encourage fans to make the most of every moment and enjoy a great-tasting non-alcoholic option for any occasion” commented Francesco Ottaviano, Vice President of Marketing for Gins and Snacks at Pernod Ricard, in a statement. “Our collaboration with Jamiroquai and the reinterpretation of an iconic video clip from the 90s celebrates a new perspective on urban life, where moderation does not mean missing anything, but achieving more.“.
The choice of Jay Kay as ambassador of this communication is not trivial. After admitting excesses with alcohol and drugs in the 90s, the singer now represents a different lifestyle, demonstrating that choosing alcohol-free drinks does not mean giving up anything. With this, Beefeater aligns itself with new consumer habits and trends such as zebra stripingwhich consists of alternating between alcoholic and non-alcoholic drinks to moderate consumption.
The ad, directed by Julien & Quentin and produced by Magna Studios, represents a commitment to analogue production. According to report The Stablewe have sought to pay tribute to the original video while avoiding computer-generated special effects and artificial intelligence. Thus, nine physical rooms have been built and a choreography has been created to general and convey the sensation of movement and surprise that made the reference so impressive.
The campaign is activated in international markets, including Spain or Italy, and includes executions on social media, collaborations with influencers and content creators, actions on Reddit and Discord, the launch of special bottles, or additional content starring Jay Kay in which, among other things, he shows cocktail recipes.
