Yesterday, Sunday 2 February saw the launch of a new TVC for Bell's Whisky entitled 'The Reader', which tells the tale of an elderly man learning to read.
What makes this story of perseverance even more touching is his reason for undertaking this challenge: he wants to be able to read the book his son has written.
Thandeka Ngqumeya, Bell's Whisky brand manager says, "The slogan 'Give that man a Bell's!' is a phrase that has become synonymous with acknowledging exceptional achievement, especially when people go to great lengths to do something for someone else."
"In The Reader, we strove to create a storyline that would engage and inspire South Africans across the board," says Devin Kennedy, ECD at King James. "The commercial celebrates universal themes such as friendship, family and community and the extra special things we do for each other."View the TVCView the behind-the-scenes making of the advert