Jam-packed with celebrities, beautiful girls, gorgeous men, stunning locations and a hit tune to boot, Cell C's #AnythingCanHappen summer campaign TV ad is no run-of-the-mill, gratuitous commercial but a slick and inspiring feel-good advert that has to be experienced to be believed.
The dynamic 90-second production was conceived for the 14-year-old brand by Executive Creative Director Stuart Stobbs, Creative Directors Toni Hughes and Warwich Rautenbach, Art Directors Mark Livini and Leon Curling Hope and Copywriter Mbeu Kambuwa; all from 1886, one of the partners in the FCB South Africa network.
It was brought to life by Darling Films' Jono Hall during a five-day shoot in and around Cape Town, including a chilling day-long stint in a large, ice-cold water tank in Simonstown for the underwater scenes.
Holiday Season' in South Africa means so much more than in northern hemisphere countries. In both hemispheres, many brands and retailers develop campaigns to capitalise on the fact that shoppers loosen their purse-strings and spend more freely during the annual festivities.
But, south of the equator, in addition to being the season for giving (and receiving), holidays' mean balmy weather, annual leave and bonuses, or more opportunity to buy ... and sell.
According to Stobbs, Cell C briefed 1886 to develop an integrated campaign that could stretch across multiple channels to enhance the brand's appeal and boost shopper awareness during the summer. In addition - and very importantly - it wanted to communicate the brand's believe' proposition in a fresh way, and show how a cell phone and being connected to the right network can make anything possible.
Cell C's target market stretches across many income groups, he said.
But Cell C doesn't discriminate, it believes that regardless of who you are and your current station in life, you have the right to - and ability to - make a better life for yourself. Cell C is the People's Champion, the brand that brand that trusts that, when people believe in themselves, fight for opportunities, take risks and never take no for an answer, amazing things happen - because the power is in their hands.
Above all else, our summer campaign had to communicate this sense of belief and change. That, we believed, would ensure shoppers empathised with the brand, Stobbs said.
--
The agency's response was a through-the-line campaign embracing TV, cinema, radio, press, point-of-sale, outdoor, activations, ambient media, digital and social media.
Simply, the storyline is features an ordinary South African guy moving from one adventure to the next - because he has the courage and curiosity to make things happen. But, of course, there's much, much, much more layered into the TVC.
The hero, Sobantu Nqayi, is leaning on the balcony of his flat overlooking the city on a quiet rainy day. He's bored out of his mind, there's nothing to do and no one to do it with. He hears his phone vibrate and opens to see what the message is.
An icon flashes on his screen: Summer's Here'. He looks up at the grey skies questioningly. He notices a button flashing on his phone - Believe'. He presses the button and the rain clouds magically disappear and are replaced by the bright, hot sun and bright, blue skies.
Next up are the words Yacht Party', he clicks Believe' and finds himself at a Gatsby-style cocktail party. From then on, he transports from one scenario to the next, each more magical, until he ends up in the middle of desert at a Burning-Man-like party at which he lands up performing because - #AnythingCanHappen if you #believe.
Keep an eye out for the celebrities rocking it out to the I don't like it' hit from Flo-rida and Robin Thicke when you watch the ad at https://www.youtube.com/watch?v=Qaup5DhSB8U&spfreload=9 and view the behind the scenes action here https://www.youtube.com/watch?v=POLA1q07YDo.
There's Miss SA Liesl Laurie, Miss World Rolene Strauss, ex-Springbok and TV presenter Ashwin Willemse, DJ and music presenter Ready D, actress Sophie Ndaba, singer Karlien van Jaarsveld, singer and pianist Toya Delazy, music sensations Aewon Wolf and Sketchy Bongo, model Mariaana Fernandes, Olympic gold medallist Roland Schoeman and performer Kabelo, to name but a few.
What I really like about this ad, added Stobbs, is that Cell C employees auditioned as extras and we were stoked to have 16 of them join us on set rubbing shoulders and getting down with SA royalty - proving that this summer, Anything Can Happen.
Credits:
Client: Cell C
Executive Head: Marketing Doug Mattheus
Creative agency: 1886 Advertising
Executive Business Director: Terry Unser
Account Manager: Chanel Michaeli/Dorette Jooste
Executive creative director: Stuart Stobbs
Creative Director: Toni Hughes/Warwich Rautenbach
Copywriter: Mbeu Kambuwa
Art director: Mark Livini/Leon Curling Hope
Strategic planner: Farzana Areff
TV production: Barbara Clarke
Media planners: Shazia Rajah
Production company: Darling Films
Director: Jono Hall
Editor: Tessa Ford
Post production: Blade Works
Still Photographer: Ross Garret
Commercials
South Africa
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Jam-packed with celebrities, beautiful girls, gorgeous men, stunning locations and a hit tune to boot, Cell C's #AnythingCanHappen summer campaign TV ad is no run-of-the-mill, gratuitous commercial but a slick and inspiring feel-good advert that has to be experienced to be believed.
