Jay Kay, the frontman of Jamiroquai, has revisited one of the most recognizable music videos of the 1990s, "Virtual Insanity," for a new advertising campaign.
In a commercial for Beefeater 0.0% non-alcoholic gin, Kay, 56, recreated elements of the iconic video, which was originally released 30 years ago. He donned a similar outfit, including the distinctive hat and Berghaus fleece, and navigated a moving room set.
However, Kay admitted that replicating the dance moves proved to be more challenging than anticipated. "Your feet are 30 years old," he stated during a Q&A at Hidden Grooves. By the end of the filming day, his feet were sore enough to warrant an ice bucket. Kay also shared that finding the original hat involved a search through his attic.
Filming the new advert was described by Kay as "quite complicated." He recalled a fall of about six feet on the first day of shooting, which occurred within the first minute of filming the moving floor sequence. Despite the mishap, he maintained a brave face, as a full day of shooting remained.
Kay noted that the production team took a deliberate approach, avoiding CGI and AI. Instead, they constructed nine practical sets, employing moving floors, precise camerawork, and Kay's physical performance to achieve the illusion, mirroring the analogue techniques of the original video.
The campaign is part of Beefeater 0.0%'s "Get More With 0.0" initiative, promoting moderation and suggesting that choosing alcohol-free options can enhance experiences, particularly in social settings. It aligns with the trend of "zebra striping," where individuals alternate between alcoholic and non-alcoholic drinks during a night out.