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

Relat­ed Con­tent:

Dewars Chan­nels the Ghost of Charles Bukows­ki to Sell Scotch

Fellini’s Fan­tas­tic TV Com­mer­cials

Wim Wen­ders Cre­ates Ads to Sell Beer (Stel­la Artois), Pas­ta (Bar­il­la), and More Beer (Car­ling)

500 Free eBooks: Down­load Great Books for Free

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Open Culture was founded by Dan Colman.