Justice Mukheli chats to us about Staying True with Ballantine’s
Ballantine’s There’s No Wrong Way Q&A with Justice Mukheli
By Tseliso Monaheng
Soweto born Justice Mukheli is an artist and filmmaker who creates commercials and fine art films. He is known for creating "intellectually and emotionally dense Art and films" that center on the authentic African experience and with the continued intention to dismantle the negative narrative of Africa and Africans in the World.
It was no wonder that he was picked to direct the television commercial for Ballantine’s biggest, most disruptive campaign in recent memory, Stay True: There’s No Wrong Way. The global campaign hit South African shores with a dynamic television advert that features Shimza as well as a constellation of friends of the brand who are stars in their own right, from a Vaal-based amputee dancer to an indigenous dance troupe from Ekurhuleni. These are real people with real stories and authentic ways of expressing their individuality.
Whether dance, fashion, art or music is your preferred form of self-expression, there’s no wrong way if you stay true to yourself. That’s the message behind the inspiring new commercial, which harnesses the power of our diverse local talent to show that in a world of impersonators, individuality is king.
We spoke with Justice to learn more about his background, his creative thinking, and how he stays true to who he is.
You were already firmly established in the photography world before transitioning into filmmaking. Was it natural for you, the transition?
The transition was easier because of my advertising background and having worked in the industry as a creative, so I engaged with it from a different part. Because of that I got to understand some parts of it. With all that said, I had a lot to learn, writing and building a world with ideas that need to be clear and simple when I communicate my approach to a project and ideas.
What elements from the photography world do you bring into filmmaking?
I brought the visual storytelling that I learned from photography to create images that evoke feelings and emotions.
Is discipline important for you? If so, how do you maintain your focus and discipline? Discipline is everything! There’s a quote by one of my favourite hip hop duo Dead Prez “discipline makes things easier, organise your life”. I’ve lived by these words for as long as I've heard the song. Being able to be honest with yourself and manage yourself to put in the required time and more on projects can only make me better. So, I maintain my focus by constantly being honest with myself to keep pushing
What is the first thing that goes into your mind when you receive a brief from a client?
I always internalise it and look for who I relate with it personally, because my resources that I use when building a treatment is always from my life’s experience, because that makes it a lot easier creating from a familiar place or familiar experiences.
What were your initial thoughts when you received the brief from Ballantine’s?
When I got the brief, I was excited by the new positioning of the brand and thought it’s such a bold thing for a brand to be inclusive of people that don’t drink. To say on of their script “drink, or don’t drink… there’s no wrong way” is such a beautiful and bold position for a brand. Acknowledging people that don’t drink is so special. That made me love the campaign more
What does “there’s no wrong way” mean to you?
There’s no wrong way for me literally means that - that you are seen and accepted as you are. That’s what it means to me.
Being that you've worked on so many commercial projects, do you still find time to focus on personal pursuits? If so, what are you working on at the moment?
Yes, I always make time for my personal work because that is mostly what keeps my creativity sharp and also, my personal work is what got me here, so it’s always important to keep that fire burning. Currently I am building a series of photographs and paintings that are unpacking a theme of being black how I can occupy space, with all these systematic challenges.
Your journey through art has been both exciting and unconventional. How do you stay motivated?
I stay motivated because I love art with all my heart, I would do it for free if money wasn’t a basic human need.
Has the Internet, and Instagram in particular, shaped your visual aesthetic?
Yes definitely because all the work I see and engage shapes my view, taste, and outlook. So it definitely has.
Speaking of, how would you define your style?
My style is FREE, my style Me.
Do you have a pre- and post-shoot ritual? If so, kindly share.
Haha not really, most of the time I find time before shoot day to go out with my partner for a nice dinner at our favourite restaurant or go buy some take away that we love and have a lovely dinner together and then try to sleep early.
How do you stay true to your roots?
By not forgetting where I come from and who I am when no one is looking.
What's in store for you in the near future?
Contributing meaningfully to entities that support young talent that comes from where I come from, by contributing my time to share skillz, share my story to being what I’ve become, to teach and inspire. To show that it is not possible if your intentions are clear and you work towards your dreams.
How would you like your contributions to African art-making to be remembered?
I would love to make others feel that it is possible for them to dream and reach those dreams, to show that humility and love can always serve us well. To show that we are black and beautiful but yet complex and dynamic. We are beyond the limitations that the systems have said we have
Leading Scotch whisky launches Stay True: There’s No Wrong Way campaign
Whether dance, fashion, art or music is your preferred form of self-expression, there’s no wrong way if you stay true to yourself. That’s the message behind the inspiring new Ballantine’s commercial, which harnesses the power of our diverse local talent to show that in a world of impersonators, individuality is king.
Ballantine’s - a Pernod Ricard brand - is the world's second-largest Scotch whisky brand and, true to founder George Ballantine’s iconoclastic roots in breaking the rules of whisky making as far back as 1827, is again championing living life according to your own rules with its inclusive new campaign.
The Stay True: There’s No Wrong Way global campaign is now hitting South African shores with a dynamic television advert that features Shimza as well as a constellation of friends of the brand who are stars in their own right, from a Vaal-based amputee dancer to an indigenous dance troupe from Ekurhuleni. These are real people with real stories and authentic ways of expressing their individuality.
The commercial is a celebration of Mzansi’s diverse melting pot, urging people to “do it for the culture ... dress to flex, or to relax … dance like you’re on the guest list … [and] turn those expectations off”. It’s a potent call to action to be true to your vision and your instinct.
Says Justice Mukheli from Romance films, who directed the commercial: “Working on this campaign was such a wonderful experience that helped me reflect my own experience and view on ‘Staying true’ and ‘There’s no wrong way’.
“From the brief, I felt so connected to this film because I could relate on a deeper level: I’ve always had an imposter syndrome for not having had formal training as a film director. So, firstly, working on this project really instilled in me the confidence that I can do it my way, and however my process unfolds as a filmmaker and artist, there’s no wrong way.
“Then, also, this project came with the opportunity to tell stories that are a fresh take among our competitors by bringing stories with heart and meaning that speak to the people from a relatable point of view. I’m so grateful to have contributed to this film and to have brought meaning and heart to it,” says Mukheli.
To show that Ballantine’s is a whisky for everyone, embracing people who think for themselves and free themselves from society’s expectations, the brand decided to scout for lesser-known local talent instead of actors to feature in the campaign – South Africans who shine in their own, unique ways.
Keval Ramraj, the Ballantine’s Scotch Whisky Senior Brand Manager in South Africa, says that the local campaign taps into the true South African “passion points”, which include dancing, going out and dressing to express themselves: “We feel these passion points resonate not just with our consumer but with South Africans as a whole, and we’d like to be the vehicle driving the spirit of ‘There’s no wrong way’ through these relevant touch points.”
“Shimza, who is the “face” of the campaign alongside many rising stars, truly embodies the essence of this message, as he has pushed boundaries as a DJ, taking his one-man show to Portugal and France and also branching out as a restaurateur and businessman, says Ramraj.
“His ‘Stay true’ mentality has brought many great opportunities for him, which he always brings back to his hometown, Tembisa, which he’s very proud of. To quote Shimza: ‘If you want to be the first DJ to perform in space, then make it happen – because there’s no wrong way.’”
Here is a taste of some of the gifted individuals starring in the advert who play by their own rules:
Shimza
Ashley Raphala, popularly known as DJ Shimza, was born in Swaziland and grew up in Tembisa township in Ekurhuleni, east of Johannesburg. Ashley is regarded as one of the most talented music producers and DJs in South Africa. Since the outbreak of Covid-19, Shimza has hosted virtual lockdown parties – also giving a platform to other local DJs on Channel O. He is owner of two restaurants, a trucking company and a marketing agency. He is currently the face of the Stay True: There’s No Wrong Way Ballantine’s campaign.
Jarrel Mathebula
Like Shimza, Jarrel is a change-maker and social entrepreneur from Tembisa who embraces his passion for social innovation through dance. He is the cofounder of the Indigenous Dance Academy, which teaches entrepreneurial leadership through the medium of dance. Over the past 12 years, Jarrel has set the standard for inspiring township youngsters and prides himself on creating opportunities for the youth of Tembisa in particular. This has earned him the distinction of being regarded as a kasi hero among the youth.
Hardy Keeve
Hardy Keeve graduated from Oakfields College and performed in the Cape Town production of West Side Story before returning to Johannesburg to work with choreographer Owen Lonzar, performing at corporate events and launches. He has danced in music videos for the likes of Kurt Darren and Juanita du Plessis, as well as in dance pieces at Dance Umbrella and the National Arts Festival. In 2020, he worked as a dancer for a cruise liner company and is proud to count the Ballantine’s commercial among his recent work.
Musa Motha
Musa Motha is a 25-year-old amputee from Sebokeng in the Vaal, in southern Gauteng, who is always breaking barriers and conquering obstacles. He had to stop playing football in primary school after being diagnosed with a life-threatening type of cancer called Osteosarcoma. After successful chemotherapy treatment, he fell in love with music and started DJing before moving into the dance industry, working with the likes of Somizi Mhlongo, Drake, Tanisha Scott, Gregory Maqoma and James Ngcobo. He has rekindled his love for playing soccer, and also does motivational speaking and video editing. Musa’s slogan is: “I don’t believe in the word ‘impossible’. Instead, I break the word into two: I’M POSSIBLE.”
Justice Mukheli
Justice Mukheli is a South African artist and filmmaker who creates commercials and fine art films. Justice is known for creating what has been described as “intellectually and emotionally dense art and films” that centre on the authentic African experience. Among his intentions with his work is to dismantle the negative global narrative of Africa and Africans. He is proud to add Ballantine’s whisky to his long list of commercial clients.
Join in the conversation on social media:
Twitter: @BallantinesSA
Instagram: @Ballantinessa
Facebook: @BallantinesSouthAfrica
Hashtag: #TheresNoWrongWay
About Ballantine’s
Ballantine’s is the No.1 Scotch whisky in Europe and the No. 2 Scotch whisky in the world with the range selling over 70 million bottles a year worldwide. Ballantine’s has won more than 130 trophies and medals at international competitions in the past 10 years for its outstanding quality, as a result of its unique richness of character and perfect balance. The range, from Ballantine’s Finest to the exclusive 40-Year-Old, is the most extensive in the world of Scotch and is maintained by Master Blender Sandy Hyslop, continuing the brand’s tradition of Master Blenders that dates back to 1827.
