It's Khuze...not Scuse Me. I think it means 'All Good'. Try and comment from a basis of fact & credibility next time...

No need to get yer panties in a tangle.

Good grief, is the brain drain that bad that all we have left is stupidity?

I don't know if Japanese are motivators of brandy consumption or not but this is how i interpreted the ad: Japanese tourist come to SA ... gets miserable lost and end up in a tarven ... tries their brandy and takes a liking to the taste, has more and starts chatting up the locals ... if u notice at the beginning of the ad he seems a bit scared ... i guess what they might be trying to bring accross is that inspite of the language and cultural bearier we can all sit together and enjoy a good brandy ... what 'Khuze' or 'Scuse me' mean i have no idea ... i thought he said "Hoseng" which means 'till the morning' ...

That's an interesting analysis P.

Kuze Kuse! is a Zulu expression that roughly translates as "till sunrise!"

Enjoy responsibly the great taste of Mellow Wood.

The agency was BBDO for Distell. I can tell you that the client loved it, but personally I still have no idea what its about. I always get embarrassed when I see it on TV.

Oh my word BBDO, be very embarresd about this klunker. And the client loves it! Does the consumer? That is the question. Any response?

It's a Zulu expresession "from Dusk till Dawn"
This ad is part of a broader campaign, and if memory serves is one of 3. The tourist guy moves from tavern to brandy cellar (suppose it's location and occassion adaptable). Cellar scene reinforces brandy makers patience, the process and the bottle contents (5years on barrels and bottle). The Tourist guy has becomed accustomed to a particular level of quality and can identify the mellow wood by its smell. Tell you this though, Kuze Kuse and Ooshi have become linked to Mellow wood amongst tavern drinkers. maybe ad is not meant to entertain a narrow group of advertising commentators, but to speak to a brandy drinking audience...who get it (brain drain and all)

Seems like you one of the only few who dont get the ad.
2008 Markinor study put Mellow Wood at 4th of SA's favourite Spirit brands. So seems like this stoopid ad works...
Considering their small budget in comparison to some of the bigger brands I say the agency did good job.
But that's my (and consumers) take on it. You are the ad genius who said he didnt get it

that japanese dude is endearing and the song thats played when they are in the cellar is the cherry on top. i dont drink, but every time i see mellow wood, i think "ooshi ooshi"(or whatever he says)