Martial arts superstar Bruce Lee is the latest deceased celebrity to re-appear in CG form to sell you things.

Joseph Kahn, who directed the video, explains:

We shot it in Hong Kong, and then we worked with vfx company The Mill in London to create a completely CGI Bruce Lee over nine months. EVERY shot of his head and every detail in there is completely cgi. We got Shannon Lee, Bruce Lee’s daughter, to come aboard and we really picked her brain to make sure that everything was accurate from look to soul. We wanted to be as respectful to the man and legend as we could.

By putting him in an alcohol ad when the man apparently didn’t drink? Nothing says respectful like putting dead teetotaler in a booze commercial and reappropriating his “Walk On” creedo for commercial gain! I’d hate to see what they thought disrespectful was.