Jamiroquai recreates Virtual Insanity video for Beefeater 0.0
Created by Lucky Generals, the campaign sees the alcohol-free gin brand revisit Jonathan Glazer’s iconic 1996 original – with an unexpected twist
It’s one of the most iconic music videos of the 90s – a seemingly gravity-defying sequence that has been recreated, parodied and dissected for decades. Now, 30 years after Jamiroquai’s Virtual Insanity first wowed audiences, Beefeater 0.0 has answered the question nobody knew they were asking: what exactly was Jay Kay reaching for?
The alcohol-free gin has teamed up with the musician and agency Lucky Generals to re-enact the ‘reach and slide’ moment from the original video, which was directed by Jonathan Glazer. But rather than stopping there, the campaign imagines what happens when Jay Kay finally grabs his prize – a bottle of Beefeater 0.0 – opening the door to a string of surreal new spaces and adventures.
Directed by Julien & Quentin and produced by Magna Studios, the remake/sequel stays true to the analogue ingenuity that made the 1996 version so memorable. Instead of relying on CGI or AI, the production team built nine practical sets, with the illusion once again created through moving floors, carefully choreographed camera work and physical performances led by Jay Kay himself.
It’s a fitting tribute not only to the original video’s groundbreaking practical effects, but also to Virtual Insanity’s enduring warning about our growing dependence on technology – “Always seem to be governed by this love we have / For useless twisting of our new technology”.
The campaign forms part of Beefeater 0.0’s Get More With 0.0 platform, positioning moderation as a way to experience more rather than less. It taps into the growing trend of ‘zebra striping’, where drinkers alternate between alcoholic and alcohol-free options across a night out, framing Beefeater 0.0 as a companion to city nightlife rather than an alternative to it.
“We thought the 30th anniversary of Virtual Insanity was the perfect moment to finally set Jay Kay free from that little white room,” say Lucky Generals’ chief creative officer Shelley Smoler and chief strategy officer Damien Le Castrec.
For Julien & Quentin, “stepping onto such sacred pop-culture ground was initially daunting, [but] the opportunity to pay homage to this monument of music history, and offer a surprising modern sequel to it, was incredibly compelling.”
The campaign will roll out across key global markets including Spain and Italy, backed by influencer activity, bespoke bottle designs, behind-the-scenes content and even a video game tie-in.
Credits:
Creative agency: Lucky Generals
Director: Julien & Quentin
Production company: Magna Studios
DoP: Antoine Cormier
Editors: Ellie Johnson, Becca Campbell (Ten Three)
Post-production: Selected Works
Sound engineer: Jack Hallett (Sine Audio)
Production Designer: Luke Moran Morris