Words by DJ Gravy
For those of you not so up on Pop culture, you can thank this eccentric genius for innovating (and playing a major role in the creation of) Dub music, (which directly lead to the birth of Hip Hop, House, Techno, etc) Reggae, sampling, the whole concept of the remix, many of Bob Marley’s best songs, I could go on…
A few years back Scratch lent his talent to a Guinness campaign, the beer of choice for many Jamaican and Caribbean people in general. Guinness is part of many Caribbean concoctions, sometimes mixed with egg and other ingredients, often consumed by children as young as 5, 6 years old, concoctions of this sort are said to make you strong and ward off sicknesses.
Scratch’s fascination with aliens is displayed quite extensively in this campaign and we (Largeup) are always happy to see the ad agencies wake up to the massive potential of Caribbean icons that take it to the next level, clearly Mr. Perry (aka E.T., Yasus Christus, Haile Selassie) is not challenged much by this! Next Level, yes!
So go git yer chocolate-y brewski on, blast “Superape” (or any of Lee Perry productions, preferably from the 60s or 70’s) and beam yourself up to another plane and dimension.