Bain's X Miriam Makeba - Pata Pata Reimagined

Hoorah Digital / Cape Town + Gavin Wood + Marco Russolillo + EedenEekers

Client / Brand
Bain's Whisky

Entry Title
Bain's X Miriam Makeba - Pata Pata Reimagined

Description (View/Hide)
The Context:
Bain’s Whisky is a multi-award-winning single grain whisky, crafted at the James Sedgwick Distillery in Wellington, South Africa. Founder Distiller, Andy Watts created a new style of whisky by taking what’s come before and remastering it completely. Mastery, Remastered. Bain’s most recent campaign continues to explore the Mastery, Remastered narrative in their latest TVC – an experiment, showcasing what happens when two South African musicians remaster the iconic sound of Miriam Makeba.

The Film:
The film is a tribute to Miriam Makeba, while demonstrating Bain’s core values – curiosity and experimentation – and drawing parallels between iconic South African music and whisky making. To bring our idea to life, Bain’s partnered with Msaki and Sun-El Musician to reimagine Miriam Makeba’s iconic Pata Pata song, sung in isiXhosa. The new remastered track at the heart of the TVC is titled ‘Pata Pata - Saguquka’, which, when translated means “we change”, illustrating the brand’s deep belief in remastery. The full track will be made available on streaming platforms with proceeds going to the Miriam Makeba Foundation.

The Production:
A VFX team was tasked with getting the legendary Miriam Makeba to perform once more. The team used Deep Fake technology to truly bring the icon to life. AI software analysed a wide selection of archival footage of Miriam Makeba and taught itself to mimic her movements. We also filmed a body double performing the song, matching the angles and lighting of the stock footage, and applying the new Deep Fake footage where possible to create the remastered performance of the classic song.

The Consumer Takeaway:
The main consumer outtake of the Bain’s Remastered TVC is that Bain’s Whisky recreated the iconic sound of Miriam Makeba for a new generation, creating memorable moments in culture at the intersection of art, tech, music, and whisky.

Entered In

Hoorah Digital / Cape Town + Gavin Wood + Marco Russolillo + EedenEekers

Client / Brand
Bain's Whisky

Entry Title
Bain's X Miriam Makeba - Pata Pata Reimagined

Description (View/Hide)
The Context:
Bain’s Whisky is a multi-award-winning single grain whisky, crafted at the James Sedgwick Distillery in Wellington, South Africa. Founder Distiller, Andy Watts created a new style of whisky by taking what’s come before and remastering it completely. Mastery, Remastered. Bain’s most recent campaign continues to explore the Mastery, Remastered narrative in their latest TVC – an experiment, showcasing what happens when two South African musicians remaster the iconic sound of Miriam Makeba.

The Film:
The film is a tribute to Miriam Makeba, while demonstrating Bain’s core values – curiosity and experimentation – and drawing parallels between iconic South African music and whisky making. To bring our idea to life, Bain’s partnered with Msaki and Sun-El Musician to reimagine Miriam Makeba’s iconic Pata Pata song, sung in isiXhosa. The new remastered track at the heart of the TVC is titled ‘Pata Pata - Saguquka’, which, when translated means “we change”, illustrating the brand’s deep belief in remastery. The full track will be made available on streaming platforms with proceeds going to the Miriam Makeba Foundation.

The Production:
A VFX team was tasked with getting the legendary Miriam Makeba to perform once more. The team used Deep Fake technology to truly bring the icon to life. AI software analysed a wide selection of archival footage of Miriam Makeba and taught itself to mimic her movements. We also filmed a body double performing the song, matching the angles and lighting of the stock footage, and applying the new Deep Fake footage where possible to create the remastered performance of the classic song.

The Consumer Takeaway:
The main consumer outtake of the Bain’s Remastered TVC is that Bain’s Whisky recreated the iconic sound of Miriam Makeba for a new generation, creating memorable moments in culture at the intersection of art, tech, music, and whisky.