Jay Kay: "As a prediction of the future 'Virtual Insanity' wasn’t too far off"

London's 163-year-old gin-maker Beefeater re-works Jay Kay's 1992 track 'Virtual Insanity' to showcase its non-alcoholic option, in line with the growing trend for no/low beverages among an increasingly health-conscious segment. To celebrate the 30th anniversary of the song's 1996 video, directed by Jonathan Glazer, Beefeater collaborated with funk / acid jazz group Jamiroquai's Jay Kay, returning to the set that made music video history. It's worth nothing that the elements used for this update were hand-built rather than AI-generated, reflecting the blend of old and new trends. The 1996 set created the illusion of a moving floor by placing the room's walls on wheels and shifting the entire set around Jay Kay while the floor remained completely still. Of the original song, Jay Kay says that “as a prediction of the future it wasn’t too far off.” This ad also illustrates so-called 'zebra striping', in which people enjoying a night out alternate between alcoholic and non-alcoholic drinks. “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," says the brand. "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". Under European regulations, non-alcoholic gin alternatives cannot call themselves 'gin', but must identify as botanicals or - as in this case - percentages. The making of such alternatives involves steeping traditional ingredients like juniper, coriander, angelica, and liquorice in water instead of alcohol. Global gin sales stand at around US$14 billion, and continue to rise as emerging markets pick up the slack from declining Western sales.

Keywords: Beefeater 0.0 x Jamiroquai, non alcoholic beverages, gin alternatives, Jay Kay commercial, Jay Kay Virtual Insanity, directors Julien & Quentin, Lucky Generals