Pernod Ricard has recruited Jamiroquai to revive an optical illusion from the band’s 1996 hit ‘Virtual Insanity’ in a new advert for Beefeater 0.0.
The two-minute video (below) is part of a wider digital campaign for the gin brand’s zero-alcohol extension, called ‘Get More with Beefeater 0.0’. The spot’s release marks 30 years since the original music video was made.
The campaign leverages the consumer trend of ‘zebra striping’ – the practice of alternating between alcoholic and non-alcoholic drinks. “Beefeater 0.0% fits naturally into this trend, offering people greater flexibility to enjoy the same drinking experience,” Pernod Ricard said.
The group’s ‘Gins & Aperitifs’ marketing VP, Francesco Ottaviano, added: “Our collaboration with Jamiroquai and the reinterpretation of such an iconic 90s music video celebrates a new perspective on urban life, where moderation doesn’t mean missing out, but rather getting more.”
Last month, Pernod Ricard joined forces with Madonna for an Absolut campaign – with the vodka mark signed as the ‘official vodka partner’ of the singer’s latest album, Confessions II.
