Jam Shed wine creates London Marathon viral music mashup


Jam Shed, the unapologetically different wine brand, has jumped on a viral moment at the London Marathon to bring together the jammiest music video ever, by independent creative agency Above+Beyond and sister production company Collective Studios.

Jam Shed Marathon mashup

The video features a revived version of Technotronic’s club classic ‘Pump Up The Jam’, produced by Star.One, and ‘Hype Gran’ who went viral by blasting the song and inspiring race spectators to join her efforts to motivate runners at the notoriously tough final miles of the London Marathon course.

What started as a throwaway joke about ‘Pump Up the Jam Shed’ quickly evolved into an idea for a campaign, combining Hype Gran’s passion for energising others with a jammy remix of a 90’s banger to create the perfect articulation of Jam Shed’s unapologetically different brand ethos.

The team at Accolade loved the idea, and Hype Gran was signed by the brand to star in the jammiest music video ever.

Above+Beyond worked with Collective Studios to produce a full-length music video (above) with Director Charlie Robins, who is known for his work with artists including Rudimental, Bonobo, Jessie Ware and Rag N’Bone Man.

The output shows what happens when you mix classic video tropes from the 90’s and Jam Shed, a brand that doesn’t take itself too seriously.

A music video with a jammy spin. Watch as Star.One perform their epic remix of Pump up the Jam with our comedic lead and hero Hype Gran. Expect a hint of shiraz and a shedload of bottle as the track evolves and the visual world builds around them.

The hero video launches today, alongside social cut downs, with consumer PR by Idea Farm.

Taran Dhillon, Brand Manager, Accolade Wines, said: “Above+Beyond have shown that they truly understand the Jam Shed brand, particularly our sense of fun and unapologetically different ethos.

“’Hype Gran’ is the perfect embodiment of this, alongside the jammiest remix of the summer!”

Jonny Ray, Managing Director, Above+Beyond, said: “As with everything Jam Shed does, this campaign defies all category expectations – there’s not a sophisticated dinner party in sight, instead it’s all about people more interested in banter than a decanter.

“It also reflects what Above+Beyond believes in, which is creating cultural moments for the audience era.”