RETAIL CAMPAIGN: Bain’s Whisky brews a new story

Legendary performer Miriam Makeba singing her famous Pata Pata song has been brought to life once more, in a TVC for Bain’s Whisky which uses advanced film and sound technology to hero Mama Afrika and the brand.

Strategic digital marketing consultancy Hoorah is behind the recently released #WhiskyRemastered TV commercial for Bain’s Whisky. With a brief to create a campaign for the premium, multi-award-winning brand that would have relevance for a new and wider consumer audience, Hoorah turned to music as the pillar on which to base the new commercial.

The final ad brings AI, CGI, and advanced sound technology together to recreate a Miriam Makeba performance of her famous Pata Pata song. The unmistakable opening bars of the song transition into the remastered version, performed by Sun-EL Musician and Msaki. Combining the music with a complex process to bring Mama Africa back to life required a body double and transposing mapped images of Makeba’s face over that of the actress.

Working with Robin Kohl of Kohlworx as well as the Miriam Makeba Foundation, Hoorah brought in SAMA-winning contemporary artists Sun-EL Musician and Msaki who brought a modern twist to the song, whilst showing deep respect for the original version.

The passion of Bain’s master whisky distiller, Andy Watts and his goal to challenge the traditional perceptions around whisky was the inspiration behind the latest #WhiskyRemastered TVC and resonated with the agency’s own quest always to make the best better. In brainstorming the germ of the idea, the Hoorah team looked for a South African musical virtuoso with an iconic song. “The challenge was to find a way somehow to remaster the music at the same time as creating something visually outstanding,” says Hoorah co-founder Shaune Jordaan.

“There were so many elements that we had to get just right in order to retain the integrity of the original song when in fact the entire object of the exercise was to remaster it, so we really took our time with the project. It was important for us that the end product would convey the authenticity of both the artist and the song, and of course, most importantly, that of the Bain’s Whisky brand.” The ad builds on Hoorah’s previous TVC for Bain’s, Whisky Made To Music, which helped sell out the limited edition, double matured in first-fill bourbon casks, shortly after its release.

WATCH: The new Bain’s TVC.

Main image credit: Supplied.

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