17 December, 2020 - 09:52
Tastic Rices new TVC from FCB Joburg is a beautifully cast and shot reminder of peoples innate generosity, and how much that generosity shapes our everyday lives.
Created by Creative Director Bonolo Modise, Copywriter Junior Mokoma and Art Director Motlagole Nthite, the TVC builds awareness for the brands new campaign, and demonstrates why Tastic is More than just rice by building an emotive connection with the consumer, and underpinning this with Tastics functional credentials.
The 59-year-old Tiger Brands product is an iconic staple in South African kitchens. It has held the number 1 spot in The Sunday Times Top Brands Essential Foods category for over 20 years.
Tastic Rice appeals to people who take pride in the meals they prepare for themselves, families and friends because these meals represent their love for them and an acknowledgement of the fact that they deserve better things in life, explained Tiger Brands Marketing Director, Thembi Sehloho.
And, Tastic knows the world would be a better place if we all acted with a spirit of generosity. So, we challenged FCB Joburg to bring the ideal of Tastic Generosity to life for the brand, while still communicating its credentials.
View the commercials here: https://youtu.be/aeMYCJiWekI and https://youtu.be/KPtnSvbXWDQ.
The agencys response was to show that, in a world where Tastic exists, there is generosity all around us, said Bonolo Modise Creative Director - FCB Joburg.
No matter the walk of life youre from, Tastic is the only rice brand that fills our lives with comfort, care, love and so much more. Its not just rice on your plate. Its the life unfolding around it. Its more than just rice. Its Tastic, she said.
The 30-second TVC is flighting on ETV, and SABC and DSTV channels while a 60-second version is being used online. It was shot in Dube, at the Dube Bus Terminal, in Jeppestown and at the Kilburn Shopping Centre over two days by Kyle Lewis from Egg Films. Post-production was by Left Post Production, Fuelcontent and Produce Sound.
Credits:
Client: Tiger Brands
Brand: Tastic
Marketing Director: Thembi Sehloho
Marketing Manager: Sithembile Mfayela
Assistant Brand Manager: Chaen Lew
Creative agency: FCB Joburg
Group Account Director: Bronwyn Simons
Account Manager: Kholosa Madikane
Chief Creative Officer: Tseliso Rangaka
Creative Director: Bonolo Modise
Copywriter: Junior Mokoma
Art Director: Motlagole Nthite
Strategic planner: Karabo Ganzini
TV production: Ayanda Tshabalala
Media planner: Ronel Pote - The Media Shop
Production companies: Egg Films Cape Town
Directors: Kyle Lewis
Editor: Julian Redpath
Post-production: Left Post Production, Fuelcontent and Produce Sound
Embedded video for Tastic's new TVC from FCB Joburg a reminder of people's innate generosity - the spirit of ubuntu
Commercials
Africa South Africa
Tastic's new TVC from FCB Joburg a reminder of people's innate generosity - the spirit of ubuntu
17/12/2020
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