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
South Africa
Africa Stories
28/06/2025
Johannesburg, 27 June 2025 - As the nation commemorates Youth Month
2025, the N...
24/06/2025
Panels of the National Film and Video Foundation in Accordance with the NFVF Act...
13/06/2025
Johannesburg, 12 June 2025 - The National Film and Video Foundation (NFVF), an a...
11/06/2025
Johannesburg, South Africa - 10 June 2025 - The National Film and Video Foundati...
10/06/2025
Johannesburg, South Africa - 10 June 2025 - The National Film and Video Foundati...
06/06/2025
S o Paulo Film and Audiovisual Company (Spcine) and the National Film and Video ...
05/06/2025
Johannesburg, South Africa 4 June 2025 - The National Film and Video Foundatio...
29/05/2025
Rest in Power, a True Legend of Our Screens
Johannesburg, South Africa 27 May...
29/05/2025
Johannesburg, South Africa 28 May 2025 - The National Film and Video Foundation (NFVF), Chief Executive Officer (CEO), Mr. Vincent Blennies, has resigned from...
22/05/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
13/05/2025
The NFVF, an agency of the Department of Sport, Arts and Culture that was create...
10/05/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
09/05/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
09/04/2025
The National Film and Video Foundation (NFVF) is pleased to announce that the ca...
08/04/2025
We are pleased to announce the appointment of Mr. Vincent Blennies as Chief Exec...
04/04/2025
The National Film and Video Foundation (NFVF) invites final-year animation students to submit character designs inspired by lead characters from any South Afric...
14/03/2025
The National Film and Video Foundation (NFVF) is pleased to announce that the ca...
01/03/2025
Antis pticos Orales: Revisi n De La Literatura Y Perspectiva Actual Influenza son contradictorios, dadas las elevadas tasas de curaci n espont nea. De ser neces...
28/02/2025
The Future of Green Energy: Challenges and Prospects Green energy, also known as renewable energy, has emerged as a critical solution to global energy challenge...
27/02/2025
Beginner Coding in Python: Building the Simplest AI Chat Companion Possible
AI-powered Personal VoiceBot for Language Learning by Gamze Zorlubas
You can ear...
24/12/2024
The National Film and Video Foundation (NFVF) is calling for applications from South African film and television filmmakers to be part of the NFVF's delegat...
06/12/2024
The National Film and Video Foundation (NFVF) is pleased to announce that the cl...
30/11/2024
The National Film and Video Foundation (NFVF) is pleased to announce that the ca...
16/11/2024
The National Film and Video Foundation, an agency of the Department of Sport, Ar...
16/11/2024
The National Film and Video Foundation (NFVF) invites emerging female producers ...
16/11/2024
The National Film and Video Foundation (NFVF) invites current masters students t...
30/10/2024
Johannesburg, 26 October 2024 - The 18th Annual South African Film and Televisio...
30/10/2024
BEST ACHIEVEMENT IN SOUND DOCUMENTARY
!Aitsa
Practitioner: Simon Kohler
Production House: MED CINE
BEST ACHIEVEMENT IN EDITING DOCUMENTARY
Rise: The Si...
24/10/2024
In accordance with Section 6 (2) (c) of the National Film and Video Foundation A...
19/10/2024
The National Film and Video Foundation (NFVF) invites postgraduate students to s...
15/10/2024
The National Film and Video Foundation (herein referred to as NFVF) is a statutory body set up by the government to grow and develop the South African Film and ...
11/10/2024
10 October 2024 Johannesburg, South Africa - The National Film and Video Found...
09/10/2024
Sportel stand number: Ravel Hall G06/07 After a summer filled with intense sport emotions in Paris, France and beyond, Globecast will be happy to welcome you...
04/10/2024
SAFTAs 18 Announces Date and Theme: Honouring Excellence in South African Film and Television with the theme Back to Basics . Johannesburg, South Africa Wedn...
04/10/2024
Johannesburg, South Africa Wednesday, 2 October 2024 The South African Film ...
01/10/2024
Johannesburg, South Africa - Monday, 30 September 2024 - The National Film and Video Foundation (NFVF), an agency of the Department of Sport, Arts and Culture (...
24/09/2024
Every little girl out there who has felt different because they are not what soc...
09/09/2024
The National Film and Video Foundation (herein referred to as NFVF) is a statutory body set up by the government to grow and develop the South African Film and ...
06/09/2024
Johannesburg, 05 September 2024 - The National Film and Video Foundation (NFVF),...
09/08/2024
Johannesburg, 8 August 2024 - It is with profound sadness that the National Film...
01/08/2024
Globecast to Showcase the Broadcast Industry's Most Advanced Connectivity and Hybrid Cloud Solutions at IBC 2024
PARIS, 1 August 2024 Globecast, the lead...
16/07/2024
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
13/07/2024
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
09/07/2024
The NFVF, an agency of the Department of Sport, Arts and Culture that is created...
02/07/2024
Arabsat, ASBU and Globecast are commemorating 20 years with a renewed multi-year deal for Global Arabic Bouquet (GAB) services, providing a wide range of DTH di...
11/06/2024
Tuesday 11 June 2024, Johannesburg. The National Film and Video Foundation (NFVF...
31/05/2024
The National Film and Video Foundation (NFVF), the custodians of the South African Film and Television Awards (SAFTAs), has learned of the allegations of ill-tr...
22/05/2024
Judge blocks auction of Elvis Presley's Graceland estateA judge in Tennessee has temporarily halted a foreclosure sale of Graceland, the historic home of El...
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.
