Egg Films' & One Show awardee creates nostalgic new TVC for Cadbury
Issued on behalf of Egg Films - May 16th, 09:45
Hot on the heels on a spate of accolades for his short film ‘Vuka’, including a merit certificate from the prestigious One Show, Egg Films' Zwelethu Radebe has drawn on memories of his childhood to create a new TVC for Cadbury that will tug on South Africa’s heartstrings.
The hard-hitting ‘Vuka’, created for the SAB ‘Be the Mentor’ programme, added the One Show Merit Award to its Editor’s Choice on Little Black Book, Best of Reel on ididtht, Creative Circle Awards 2018 2nd position, and Ciclope shortlist.
The Cadbury ‘Mom’s Birthday’ TVC, tapping into the truth that moms always have a lot going on – work, dinner, family life, your homework – tells the story of one little girl doing what she can to make her mom feel special on her birthday.
“Whether it’s in 60 seconds or 180 minutes, the story is everything,” says Egg Films’ Zwelethu Radebe. “In addition, my dad owned a filling station and convenience store in Soweto while I was growing up, so ‘Mom’s Birthday’ lands in a particularly nostalgic place for me.”
The ad is an adaptation of a British commercial but interestingly feels distinctly South African. Working alongside Egg producer Saskia Rosenberg Haak, Ogilvy creatives Terry McKenna, Sue Jenner, Hazel Davies, and DOP Fabian Vettiger, Radebe has delivered authentic textures, effortless visual aesthetic and a complimentary ensemble cast.
“Zwelethu’s filmmaking is defined by empathy for his characters and a genuine interest in what they experience, so naturally, a lot of the really important work happens during casting,” adds Rosenberg Haak. “In this piece, we enjoy three beautifully juxtaposed characters for a brief moment. Enormous in their subtlety - the performances are understated and nuanced.”
This is one of the sweetest ads of the year. watch it now, then go phone your mom!
Push and pull strategies work together to keep consumers coming back for more
26/11/2019 - 10:20
The retail sector is under increasing pressure as consumers have shrinking disposable income in a strained economy. Maintaining share of wallet is critical. Relying solely on a push route to market strategy from manufacturers into retailers is not enough to get consumers buying products. A pull strategy needs to coexist with the push to drive brand consumption. Integrating these strategies requires intelligent and insightful decision-making. This, in turn, requires data generated through smart technology which provides line of sight across the value chain from manufacturer to distribution, retailer to the consumer.
Pick n Pay shares five of its Black Friday deals
25/11/2019 - 10:10
Pick n Pay has released five of its nationwide in-store Black Friday deals as a teaser of what customers can expect this Friday.
AB InBev reports weak results in "challenging" third quarter
01/11/2019 - 14:49
AB InBev, the world’s largest brewer, reported weaker-than-expected third-quarter profit and sales, due to higher cost of sales, marketing investments and price increases in two major markets, South Korea and Brazil.
2019 South African Loyalty Awards winners announced
01/11/2019 - 14:14
The 2019 South African Loyalty Awards, developed specifically to celebrate loyalty excellence and innovation, announced the awards winners on Wednesday, 30 October, in Cape Town.
To spend or not to spend, that is the brand question
24/10/2019 - 14:54
During a downturn brands should reinforce the attributes that make them appealing and differentiated in the eyes of existing customers.