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. 

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 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.

Find out more on Above+Beyond.