- Brand - Stella Artois
- Spot - Be Legacy – The History of Sebastian Artois
- Music Title - Do It Till We Get It Right
- Artist - Jamie N Commons
- Composer - Commons
- Publisher - Universal
- Master Rights - Universal - Fiction
- Ad Agency - Mother London
- Creatives - Mother London
- Film Company - Riff Raff Films
- Film Director - Francois Rousselet
- Air Date - 9/03/16
Top Belgian beer brand Stella Artois has turned to the sound of the Deep South – deep South London, that is – to underpin a global campaign celebrating 600 years in the brewing business.
The racy Do It Till We Get It Right was written specifically for Stella by 21st century blues man Jamie N Commons, a graduate of Goldsmith’s College in New Cross who was spotted by producer Alex Da Kid honing his downhome vocal and guitar picking skills on the open mic circuit and immediately signed to his Interscope imprint KidindaKorner.
Although the 28 year old has yet to enjoy a breakthrough chart hit, his Gregg Allman-influenced baritone will be familiar to many through a guest appearance on Eminem’s 2013 Marshall Mathers LP 2 album and recent TV ads for Ford Mondeo and a Levi’s jeans commercial which featured the sultry Rumble And Sway from his debut EP.
It was Universal Globe’s Adam Gardiner who originally pitched Commons to Stella Artois’ agency Mother London and Francis Rousselet, the film director responsible for Lynx/Axa’s recent Find Your Magic spot.
“Rousselet fell in love with Rumble And Sway and asked Jamie to come on board and deliver something brand new,” says Gardiner.
Universal’s Fiction label, which handles Jamie N Commons in the UK, is currently preparing a full length version of Do It Till We Get It Right for commercial release.