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Group745
Group745
Group745
Group745
Group745
Group745

Glenlivet - Neighbourhood

05/12/2016
Production Company
Cape Town, South Africa
5
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Credits
This commercial is essentially a story about a young man who makes an original decision that others follow. Story: We meet a young man who decides to open a clothing store in a forgotten area of downtown Johannesburg. Over the years other people see the value in his decision and follow him, opening their own stores and restaurants, which eventually leads to the revitalization of the entire neighbourhood. We chose this narrative for the commercial because in 1824 George Smith became the first person to apply for and receive a license to legally produce spirit, that’s why The Glenlivet is known as “the single malt that started it all”. We needed to convey this story to consumers in a relevant way that would also engage and entertain them. Research showed that our Ambitious Socials and Discerning men identify with a driven man who embodies an entreprenurial spirit, much like George Smith, which is why we chose this narrative. "Of course a standard setting whisky needs a standard setting commercial, which is why we chose Bailey at Velocity. From the word go his treatment stood out as something we hadn’t seen on South African TV before and we’re thrilled with the way the spot turned out." - PJ Eales (Creative Director, Publicis Machine).
About Velocity Films