Viceroy Boxer

Historically, Viceroy Brandy has held a strong, masculine identity, with a loyal following among mostly male African consumers. Deeply rooted in African traditions and culture, the brand has long been associated with lineage, legacy, and patriarchy, appreciated as a dignified drink proudly passed down and enjoyed by generations of African men.

But as the world has evolved, so too has the cultural conversation. The rise of feminism, gender equality, and the empowerment of women began reshaping the way legacy and identity were understood. Viceroy faced a challenge: how to remain relevant in a society moving towards inclusivity, without alienating its core audience.

So, the brand chose to do something brave and bold, but also relevant and necessary. It embraced a more modern, progressive definition of legacy — one that still honoured strength, pride and tradition, but opened the door to a broader and more inclusive future. Rather than shying away from the complexity of the gender conversation, Viceroy leaned into it, creating an emotionally layered narrative that redefined what it means to pass something down through generations.

The resulting commercial, shot in the beautiful Transkei, tells the story of a family of boxers in the Eastern Cape and their struggle, sacrifice, and drive to become the next generation of champions. The powerful visual language and emotionally charged storytelling made the ad feel both grounded in cultural reality and forward-looking. The boxing metaphor served as a symbol of legacy built through discipline, mentorship, perseverance, and family bonds. A legacy no longer confined to a single gender, but instead shaped by values, resilience, mutual respect and love.

This campaign was created by Kush Chetty during his time as Creative Director at Old Friends Young Talent in Cape Town. It was directed by Matshepo Maja and Jonathan Parkinson, and produced by The Star Film Company. Beyond its beautiful cinematography and powerful performances, the campaign marked an important turning point for the Viceroy brand. It showed that heritage brands can remain culturally relevant by being courageous enough to reframe the very foundations they were built on.

This is brand building at its best: human-centred, rooted, and responsive to the changing world around us — a perfect example of the strategic and creative leadership Iron Heart brings to every brief.