Jay Kay: "As a prediction of the future 'Virtual Insanity' wasn’t too far off"

London's 163-year-old gin-maker Beefeater re-works its classic 'Virtual Insanity' campaign to showcase its non-alcoholic option, in line with the growing trend for no/low beverages among an increasingly health-conscious segment. To celebrate the 30th anniversary of 'Virtual Insanity', Beefeater collaborated again with funk / acid jazz group Jamiroquai's Jay Kay, returning to the set that made music video history. It's worth nothing that the elements used for this update were hand-built rather than AI-generated, reflecting the blend of old and new trends. Of the original campaign, Jay Kay says that “as a prediction of the future it wasn’t too far off.” The new ad also illustrates so-called 'zebra striping', in which people enjoying a night out alternate between alcoholic and non-alcoholic drinks. “Beefeater 0.0% is all about encouraging fans to get more from every moment and enjoy a great-tasting alcohol-free choice for any occasion," says the brand. "Our partnership with Jamiroquai and the reimagining of such an iconic '90s music video celebrates a fresh take on urban life, where moderation means you don’t miss out, you get more". Under European regulations, non-alcoholic gin alternatives cannot call themselves 'gin', but must identify as botanicals or - as in this case - percentages. The making of such alternatives involves steeping traditional ingredients like juniper, coriander, angelica, and liquorice in water instead of alcohol. Global gin sales stand at around US$14 billion, and continue to rise as emerging markets pick up the slack from declining Western sales.

Keywords: Beefeater 0.0 x Jamiroquai, non alcoholic beverages, gin alternatives, Jay Kay commercial, Jay Kay Virtual Insanity, directors Julien & Quentin, Lucky Generals