"Spoken word poet" James Massiah gives a rhythmic voiceover to music from London's Royal Philharmonic Concert Orchestra in this online film from U.K. soft drink brand J20. Massiah, who has performed in London's Houses of Parliament and Tate Modern, recites in an almost rap-like style over a performance of Elgar's "Land of Hope and Glory" (you know, the graduation theme song) -- and, surprisingly, it works.

It's the first of a series of 20 films from the Britvic-owned brand, and ageny Th_nk, which aim to "blend" different art forms, building on its TV work from BBH that combined hip hop with Irish jig music and underlining J20's blends of different flavors with unusual combinations. Music video specialist Zaiba Jabbar directed the video through Partizan.