Description (View/Hide)
The Context:
Bain’s Whisky is a locally made, multi-award-winning single grain whisky, crafted at the James Sedgwick Distillery in Wellington, South Africa. Founder Distiller, Andy Watts had the vision to create a whisky made in an unexpected climate that would not follow any rules. What he created is a new style of whisky by taking what’s come before and remastering it completely. Mastery, Remastered. Bain’s latest campaign continues to explore this narrative of Mastery, Remastered in their latest TVC. The TVC is an experiment, showcasing what happens when two South African musicians remaster the iconic sound of Miriam Makeba.
The Licensed Music, reimagined:
To bring our idea to life, Bain’s has partnered with multi-award-winning artists Msaki and Sun-El Musician to reimagine the licensed Miriam Makeba song, Pata Pata, sung in isiXhosa. The new remastered track at the heart of the TV ad is titled ‘Pata Pata - Saguquka’, which, when translated, literally means “we change”, illustrating the brand’s deep belief in remastery. The full track by Msaki and Sun-El Musician will be available on all streaming platforms with all proceeds being donated to the Miriam Makeba Foundation.
The Film:
The film is a tribute to the legacy and influence of Miriam Makeba, a proudly South African icon, while also demonstrating Bain’s core values – curiosity and experimentation. The TVC draws parallels between iconic South African music and whisky making, demonstrating that the greatest honour you can pay icons of the past is to build on their legacy, pushing your craft to the next level by making it your own.
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.