Pernod Ricard is going back to the 1990s, partnering with Jamiroquai to recreate the Virtual Insanity video, revealing that, after all these years, Jay Kay was actually gliding effortlessly towards the camera with his hand reaching for Beefeater 0.0, the alcohol-free gin brand.
The campaign, the first work by agency Lucky Generals since it was appointed to the account in November last year, coincides with the video’s 30th anniversary.
Directed by Julien & Quentin and produced by Magna Studios, with a strong commitment to analogue craft, the team set out to honour the spirit of the original film while pushing it somewhere new (quite literally, as this time it was the floor that moved, not the walls).
The production avoided CG and AI, instead building nine physical rooms and relying on in-camera choreography, set design and performance – all choreographed by Jay Kay himself – to create and deliver a sense of movement and surprise that made the original so mindblowing.
Built for social and driven by music, movement and visual cues, “Get More With 0.0” is designed to be remixed, reinterpreted and shared , reflecting a fast-paced, expressive and collective city culture, where moments are shaped through music, nightlife and connection.
In some social settings, “zebra striping” is the practice of alternating between alcoholic and non-alcoholic drinks to moderate consumption while still enjoying yourself. Beefeater 0.0% fits naturally into this, giving people more flexibility to enjoy the same drinking experience.
Wearing more hats than ever before, Jay Kay is an unexpected but fitting ambassador for moderation. Once synonymous with excess, these days he has calmed down: proving that choosing 0.0 is not about giving something up, it’s about getting more from the night, the music and the moments that matter.
The campaign launches across key global markets like Spain and Italy and is supported by a major content and influencer drive, tease assets, activity across Reddit and Discord, bespoke bottles, a video game element and behind-the-scenes content to follow.
Pernod Ricard VP marketing gins and aperitifs Francesco Ottaviano said: “Beefeater 0.0% is all about encouraging fans to get more from every moment and enjoy a great-tasting alcohol-free choice for any occasion. Our partnership with Jamiroquai and the reimagining of such an iconic 90s music video celebrates a fresh take on urban life, where moderation means you don’t miss out, you get more.”
Lucky Generals chief creative officer Shelley Smoler and chief strategy officer Damien Le Castrec added: “We thought the 30th anniversary of Virtual Insanity was the perfect moment to finally set Jay Kay free from that little white room. Free to wear more hats than ever before. Because ironically, when you drink Beefeater 0.0, you get more.”
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