The Reader: A Touching South African TV Commercial Celebrates Literacy and Scotch

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.

via Devour

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  1. Steve Wallace says . . . | February 9, 2014 / 6:46 am


  2. Peter Morgan says . . . | February 10, 2014 / 2:09 pm

    Fantastic commercial. What a great and uplifting story, well done to the team responsible for the video clip. And that music is out of this world. Where canI buy this music???

  3. Tereza says . . . | February 11, 2014 / 6:25 am

    Yes please, i want that music track too…

  4. alia says . . . | June 18, 2014 / 2:44 pm

    Nice. very nice story

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