Lebogang Rasethaba gives us a glimpse into modern soccer culture

27 September, 2019 - 08:02

The new campaign for Wunderman by Egg Films Lebogang Rasethaba for the 2019 Shell Helix Ultra Cup is a vibrant glimpse into patriotic South African soccer culture, right in time for Heritage Month.

The two spots making up the campaign bounce off of each other to play up to the rivalry between two giants of South African football - Mamelodi Sundowns and Kaizer Chiefs. The two teams will go head-to-head on the 12th of October 2019 at the FNB Stadium and, in the end, #therecanonlybeone.

The aim of this campaign, as outlined by Shell Brand Manager Devisha Ramdin, is to increase awareness of this second installation of the Shell Helix Ultra Cup, a prestigious fixture in the annual soccer calendar, and to get the fans out to support their teams.

The Wunderman creative team led by Theo Ferreira and Thembalethu Msibi challenged me to make two equally compelling ads that show the real culture behind each team, Rasethaba explained.

To accomplish this, I set out to create two ads that really stand out and catch your attention, but without resorting to the expected visuals. I didnt want to just show the vuvuzela-blowing super-fans we are used to seeing.

Ultimately, Rasethaba created two striking ads that - in isolation and as a series - succeed in answering the question What is a modern-day soccer fan?

The ads were shot over four days on location in Soweto and Mamelodi on the teams (and their fans) home-turf. Its this authenticity that leads to the fascinating exploration of the different ways that fans express their support. Instead of the stereotypical soccer fan imagery, we see choir-singers, bikers, skateboarders and dancers. These are real South African soccer fans.

Rasethaba gets to the heart of the unique culture of each team, the colourful, hearty, realness of Kabo Yellow, and the slick, street smart attitude of the Amakhosi. The fans featured in the ads, and atmosphere created in each video, are real, relevant and essentially an authentic representation of the different flavors of South African soccer culture.

View the ads:

https://www.youtube.com/watch?v=bLX1Cam-ZqE

https://www.youtube.com/watch?v=7eBeRl3PqJY

Credit List

SHELL

Shell Brand Manager Devisha Ramdin

H&K PR Celine DeCanha

Sail PR Lara Portelli

H&K PR Thobile Shongwe

Mediacom Yolanda Magwatyu

Wunderman

CCO Theo Ferreira

ECD Thembalethu Msibi

Art Director Monde Lobola

Art Director Tebogo Mahlomoje

Art Director Jerry Manganyi

Copy Writer Zesizwe Ngwenya

Producer Rene Hartley

Account Director Sine Mthembu

Egg Films & Crew

Director Lebogang Rasethaba

DOP Rory OGrady

Executive Producer Colin Howard

Producer Julia Schnurr

Prod Manager Pia Caverni

Prod Co-Ordinator Liezl Willemse

Prod. Assistant Zenele Nhleko

1st Assist Director Carey Lagoe

2rd Assist Director Rasta MacDonald

Art Director Wendy Frederiksson

Props Master Leila Walter

Wardrobe Stylist Koketso Mbuli

1st Unit Focus Puller Mark Cooksey

DIT Ludwig Bezuidenhout

VT Operator Londi Khambule

Drone Operator Byron Walters

Movi Operator Andre Roux

Gimbal Operator Decio Lourenco

2nd Unit Focus Puller Khyle Smith

Key Grip Thomas Wahl

Best Boy Musa Mthembu

Gaffer Andre Beumer

Best Boy Marcus Nepfumbada

Embedded video for Lebogang Rasethaba gives us a glimpse into modern soccer culture

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