In the world of advertising, books and booze rarely go together, especially if you’re selling beer in America. But when it comes to scotch and whisky, you’ll find some exceptions. Last year, Dewars channeled the ghost of Charles Bukowski to sell its scotch. And now Bells, a British Whisky maker, aired a commercial in South Africa showing an elderly man learning to read — all so that, touchingly, he could read a book authored by his own son. You can watch a behind-the-scenes, making-of video here.