Channel O introduces Jack Michaelson

Ogilvy Johannesburg has turned the familiar rags to riches (and black to white) tale of Michael Jackson on its head in its latest commercial for M-Net music channel, Channel O. A young white musician, Jack Michaelson, becomes darker skinned as he becomes more famous. And as his skin darkens, so his character becomes hipper and cooler. The project's creative director, Fran Luckin, says the reverse tale perfectly captures Channel O's proposition of being 'original African'.