J&B drinkers 'start something'

J&B's provocative and stylish new 'Brown' ad broke recently, the second in a campaign of entirely new J&B commercials created by JWT Cape Town. The commercial celebrates people who take the initiative to liberate themselves and their environment from monotony and "sameness".

This series of advertisements began in March with the technical award winning "camouflage" commercial - J&B's first new ad in five years. In keeping the concept that J&B drinkers stand out from the crowd, the new "Brown" ad shows an urban landscape of dull brown, which starts changing only when a group of people literally decide to tear away the 'brownness' and reveal the vibrant colour underneath. The pay off line, 'start something' speaks of the persuasive energy of the true individual.

Says Wendy Moorcroft, JWT Cape Town's Creative Director, "They're J&B drinkers, of course. They're the spontaneous, original individuals who're not afraid to take the lead and be more adventurous."

Moorcroft worked with copywriter, Melanie Horenz and Art Director, Janine Wittowski to conceptualise the ad, which was shot over two days in downtown Johannesburg by Peter Gird productions and directed by Mike Middleton.