The commercial aims to be a celebration of Mzansi’s diverse melting pot, urging viewers to be true to their vision and their instinct.
Justice Mukheli from Romance films, who directed the commercial, says, "Working on this campaign was such a wonderful experience; it helped me reflect my own experience and view on ‘staying true’ and ‘there’s no wrong way’."
"From the brief, I felt so connected to this film because I could relate on a deeper level. I’ve always had an imposter syndrome for not having had formal training as a film director. So, working on this project really instilled in me the confidence that I needed to 'do it my way' and however my process unfolds as a filmmaker and artist, there’s no wrong way," Mukheli adds.
"This project also came with the opportunity to tell stories that are a fresh take among our competitors. It does this by bringing stories with heart and meaning that speak to the people from a relatable point of view. I’m so grateful to have contributed to this film and to have brought meaning and heart to it," says Mukheli.
According to Ballantine's, to show that it is a whisky for everyone, embracing people who think for themselves and free themselves from society’s expectations, the brand decided to scout for lesser-known local talent instead of actors to feature in the campaign — South Africans who shine in their own, unique ways.
Keval Ramraj, the Ballantine’s Scotch Whisky senior brand manager in South Africa, says, "The local campaign taps into the true South African 'passion points', which include dancing, going out and dressing to express themselves."
"We feel these passion points resonate not just with our consumers but with South Africans as a whole. We’d like to be the vehicle driving the spirit of ‘there’s no wrong way’ through these relevant touchpoints," Ramraj adds.
"Shimza, who is the 'face' of the campaign alongside many rising stars, truly embodies the essence of this message; he has pushed boundaries as a DJ, taking his one-man show to Portugal and France and also branching out as a restaurateur and businessperson," says Ramraj.
"His ‘stay true’ mentality has brought many great opportunities for him, which he always brings back to his hometown, Tembisa, which he’s very proud of. To quote Shimza, 'If you want to be the first DJ to perform in space, then make it happen — because there’s no wrong way'," Ramraj concludes.
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