Bell's Whisky Gets Emotional with 'The Reader'

Hold onto your hankies, King James and Velocity Films have created a moving film for Bell’s Whisky for the South African market. It's designed to help men get in touch with their emotions.

Directed by Greg Gray, ‘The Reader’ follows an elderly gentleman as he resolves to learn how to read – and as it turns out, the motivation behind this new love of learning is a surprising one.

Greg Gray's new Bell's ad from Velocity on Vimeo.

And for Greg Gray, the script struck a chord. “The first time I read the script it really resonated with me emotionally. We probably all know the guy who probably hasn't had a proper education and has managed all his way through life,” he explained.

The Making of Bells "The Reader" from Velocity on Vimeo.

According to Bell’s Marketing Manager Thami Silwana, the idea behind the campaign is to help men acknowledge and talk about their personal triumphs. “At times it can be difficult for men to communicate with each other and acknowledge their true feelings when one has actually done a great deed. I think our tagline of 'give that man a Bell's’ is so fitting in terms of a guy to another guy recognising something at that is noteworthy and worth being celebrated,” he said.

Advertising Agency: King James

ECD:Devin Kennedy

Production company: Velocity Films

Director: Greg Gray