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Black Ginger and 27 Advertising create animated TVC for Discovery Life --
Tue, 09 Jun 2015 10:10
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In their first television advert in more than a decade, Discovery Life s The Penguins waddled into our lives (and hearts) on Sunday, 31 May, during Carte Blanche. The television commercial features an upbeat rendition of Can You Feel It? and some clever animation. Discovery Life s The Penguins tells the story of a penguin who encourages and rewards healthy behaviour amongst the members of the colony. After some initial resistance, the other penguins suddenly catch on and start exercising and eating healthier. What follows is a fitter, healthier and happier colony as a result. The commercial concludes with a family portrait of the hero penguin amongst his children and grandchildren; indicative of a long, healthy and happy life.
Known for their creative outlook and pushing the boundaries since their inception three years ago, Johannesburg-based agency, 27 Advertising, quickly went to work on a campaign that would best communicate what is a complex and serious message. Adrian Miller, managing partner and creative director at 27, elucidates that The Penguins was one of many scripts prepared and suggested to Discovery Life. Everyone loved the penguin script from the minute they read it, he reveals. This was not surprising because penguins share many traits with humans; they mate for life and woo their mate. And they are kind of quirky. I mean, show me someone who does not love a penguin.
The commercial flaunts magnificent quality of animation, spot on camera movements and editing, and high quality modeling and rendering. By integrating the Discovery logo as a distinctive marking on the hero penguin s chest, a link is immediately made between the brand and living a healthy lifestyle.
An important aspect of animation is its ability to portray serious or even traumatic subject matter in a light hearted way. The concept of this television commercial is so unique for the product category, it ensures memorability and campaign longevity says Miller. Life insurance communication too often portrays negative scenarios to try convey a positive outcome. This often leads communication through a process of ageing or dying. It was a goal of Discovery Life to position themselves differently in the category. I think this commercial definitely achieves that. It is enjoyable and uplifting.
Discovery s head of brand management, Tim Byrne concurs, saying, Our television commercial is light-hearted and together with the music, the Jackson 5s Can you Feel It? it gives the feeling of a big production. He continues, The penguins serve as a metaphor, transcending race, creed, colour or social status. They are also humorous characters and portray human characteristics. With anthropomorphisation, we were able to exaggerate emotions and actions.
An agency that pride themselves on being completely involved in every step of each piece of work they undertake, 27 worked on the commercial from conceptualisation to animation in what was a three month process with Black Ginger, the award-winning animation and visual effects studio based in Cape Town. Black Ginger pulled out all the stops, working with us to create something that is incredibly visually interesting and totally new in the category, shares Miller. It is reassuring to work with an animation team of world class standards, right here at home.
Prenneven Govender, managing partner at 27 applauded the courage of Discovery Life, explaining, It takes a brave client to make an animated commercial using penguins to advertise life insurance, something that is sure to cut through the clutter of the category.
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