The Reader

Bells Whiskey is perfect for those extra special occasions.

In this ad, we follow an elderly South African gentleman from a bookshop, where he is buying reading materials, on a journey of discovery as he learns to read for the first time.

He struggles with the alphabet at first, before he starts progressing, with everything from the tap to the oven labelled in his house to help him.

The ending then shows us the type of occasion when to enjoy Bells.  It’s to celebrate the man who goes above and beyond the call of duty, but not the man who seeks the spotlight.

This story works especially well in South Africa, where you are far more likely to know someone who hasn’t had an education.


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