Red Stripe enjoys success with futuristic ad

Set in the year 2062, 50 years from now, a Red Stripe advertisement first seen by TVJ viewers on Emancipation Day, is said to have delivered a powerful message of an optimistic future for itself and Jamaica.

"At this important milestone for Jamaica, we wanted to assure the nation that just as we have done in the past half-century, Red Stripe will continue to impact the country's growth and development for the next 50 years." "That's our message," said the company's brand manager, Erin Mitchell.

The ad, which is dedicated to Jamaica on the occasion of its 50th birthday as a nation, was conceptualised as a futuristic look at Jamaica celebrating with Red Stripe, in 2062, the year of its centenary.

"It's a reflective ad," says Mitchell, explaining the concept further.

"We looked at ourselves over the past 50 years and liked what we had done. We have also watched Jamaica grow and celebrate its achievements over the period, so we wanted to do an ad in which, come the next 50 years, Jamaica is proudly celebrating even greater achievements, with Red Stripe.

"But in order to give the ad that futuristic look, like what we see in these types of movies, we had to use a lot of in-studio shots and graphics to do seemingly impossible things and make people and places look like they are in the future."

Some of the futuristic things highlighted in the ad include psychedelic touch screen watches which bring up information screens in front of the person as he walks; animated scenes of Half-Way Tree Road including the clock tower; and the majestic National Stadium where a football match is being played, with Jamaica emerging world champions of 2062.

futuristic facelift

The best makeover is said to be the scene at the imposing, swanky Half-Way Tree Transport Centre, where ultramodern trains are pulling to a halt, as a huge digital board, Jamaica National Express Departures keeps passengers informed.

A biopic about Jamaica, the narrative of the ad is filled with inspiration and optimism, as told through the eyes of Red Stripe, and in a way as if it was also speaking for itself.

The ad was produced by New Caribbean Cinema and directed by Storm Saulter, with the creative concept coming from Prism Communications and music by Washroom Entertainment.

It uses as characters, dancehall artistes, footballers, sprinters and party lovers, to support a script, which essentially speaks to even greater achievements in these areas, in the next 50 years.

As the introductory narrative goes, "We take a lot for granted, by how much we've achieved and how much we'll accomplish in years to come. A lot will change but some things will remain the same, like the things that make us Jamaican - our passion for life, our determination, our national DNA.

"We will have even more reasons to celebrate," the script continues, while encouraging Jamaicans to dance, smile and hold their heads high for the future, in which "we will continue to surprise the world but more importantly, we will continue to surprise ourselves.

"We will reach deep and push hard to raise the bar, so cheers for what we will achieve in the next 50 years, a future that begins ... now," the ad says, as the characters, dressed in futuristic outfits party and toast, using Red Stripe. The ad ends with the tagline "Red Stripe, live the legend"!

The 60-second ad will run until December and will then be cut to 30 seconds for next year's run.