The series, created by M&C Saatchi Sport and Entertainment and M&C Saatchi London, is shot in different locations around the world and features individuals who embody the brand’s positioning, "Stay true, leave an impression".
The latest film features African DJ and musician, Black Coffee, and is set in and around Johannesburg, South Africa. It follows Black Coffee as he discusses his life and beliefs, and as he assembles a group of African vocalists.
The film, directed by Novemba of Cap Gun Collective, culminates in a deconstructed voice-only performance of one of Black Coffee’s best-known productions, 'Rock My World', by a 40-strong choir.
Pernod Ricard-owned Ballantine’s is also launching a digital content hub at StayTrueStories.com, which will host the films and other content associated with the brand and the campaign.
Previous films in the series include freestyle skateboarder, Kilian Martin, taking on Bizet’s Carmen in Buenos Aries, and London drummer, Ben Mead, demonstrating flowing light trails as he plays.
Black Coffee’s Human Orchestra is supported by a nine-month South African print ad campaign alongside outdoor and below-the-line execution in on-trade venues. An online media campaign will be conducted, managed by Vizeum.
Black Coffee said: "Musical experimentation and its power to bring people together is why I do what I do. When Ballantine’s asked me what my dream experiment would be, I wanted to set us the challenge to do something unique."
Peter Moore, global brand director of Ballantine’s, said: "The "stay true stories" series is proving to be a multi layered and effective way of communicating what Ballantine’s stands for globally, in a way that is both entertaining and unique.
"Whilst the campaign is, from a global perspective, mostly digitally focused, extending our association with Black Coffee into advertising in South Africa will serve to make even more impact in such a key market for us going forwards."