Jamiroquai frontman Jay Kay has recreated his band's celebrated 1996 "Virtual Insanity" music video, this time as part of a marketing campaign for Beefeater 0.0, a new alcohol-free gin from the London distiller. The original video, directed by Jonathan Glazer, became one of the defining music videos of its era thanks to its trick of moving the room around a dancing Jay Kay, and the singer says he was intrigued to see how a new creative team would reinterpret the idea nearly three decades on.

The new advert, directed by Julien & Quentin, sees Jay Kay reach into the screen and pull out a Beefeater 0.0 cocktail, triggering a dance sequence through nine specially built rooms including a gym, a sauna and a pottery studio. Now 56, Jay Kay says he related the campaign's message of moderation to his own life changes since the 90s, noting he lives near the Beefeater distillery and has visited to see how it is made. He also recalled the making of the original 1996 video, describing Glazer's late-night phone call revealing he had solved the technical challenge of filming on a moving set.