Africa is Absolut; Kyle Lewis is Absolut

Posted: June 19, 2015

Arcade Content’s Kyle Lewis directed Africa Is Absolut, Absolut Vodka’s #BeAbsolut brand campaign for the MTV Africa Music Awards Kwa-Zulu Natal 2015, taking place in Durban on 18 July 2015.

This is breakthrough advertising work for Kyle, who made his name directing music videos for the likes of Tumi & The Volume, The Parlotones and Khuli Chana, who appears in Africa Is Absolut as the brand’s ambassador.

Absolut Vodka wanted something that felt more like a music video than advertising, so Kyle was an inspired choice. His distinctly African aesthetic is an ideal match for the promo’s concept, while Stephen du Plessis’ music video edit fits its primary platform, MTV Base. Africa Is Absolut has already racked up over 160 000 views on YouTube to date.

Native VML conceptualised Africa Is Absolut in collaboration with the brand team at Pernod Ricard South Africa. They also created the accompanying film about Khuli Chana, directed by Arcade Content’s Lebogang Rasethaba.

“A lot of people know Khuli, but not in the way this little film has framed him,” says Lebo. “It’s an all-in account of Khulane’s journey from a young man growing up in a prospering kingdom, to a recognised rapper and businessman. The film deals with how his early influences shaped the man he is today.”

Check out Kyle’s reel and Lebo’s reel.