Other than during the Super Bowl, do you ever take the time to sit down and pay attention to the thousands of commercials television networks throw in your face every day? Ever see a commercial that makes your breath catch in your throat and your eyes water? Bell’s Whisky delivers with a two-minute commercial that you’ll never forget.

The advertisers at Bell’s Whisky may have struck gold when they came up with their most recent commercial, which doesn’t even mention the drink until the final moment.

According to the behind-the-scenes YouTube video, the commercial’s director Greg Gray says “The first time I read the script it resonated emotionally with me. We probably all know a guy like this, who hasn’t really had a proper education and has managed, you know, all his way through life.”

The Bell’s Whisky ad was directed by Greg Gray of Velocity Films and produced by Production House TV Producer Helena Woodfine.

Bell’s Whisky South Africa boasts that the commercial has had ” 472,129 views in 7 days,” and states “Our Bell’s The Reader TV ad appears to be capturing the imagination of the world.”

Watch the video below and tell us what you think!