21 June, 2017 - 08:30
Wimpy, one of the country's favourite casual dining family restaurants, is inspiring South Africans who never have enough time, to make the time for the ones that they love.
And, leading the campaign, is its first brand ad in five years.
Created by FCB Joburg, the #MakeTime campaign broke with a television commercial at the end of May flighting on SABC, eTV and DSTV channels in 60-second, 45-second and 30-second versions.
According to FCB Joburg Joint Chief Creative Officer, Ahmed Tilly, who led the creative team of Creative Director Suhana Gordhan, Art Director Jonathan Wolberg and Copywriter Paul Frade, #MakeTime was born of collaborative process between agency and client.
Wimpy wanted to reinforce its credentials around family with a fresh and honest platform that the brand can own for years to come, not create a new brand purpose. This means reiterating that Wimpy has always been a family restaurant where great moments and memories are shared, he said.
In unpacking the brief, we realised that the biggest threat to family is time poverty'. This came from the insight that the modern existence is so time pressed, are always juggling work and home life, he said.
Importantly, there's barely time to spend with the people that matter to us. We take those people for granted and are so quick to be distracted by work, entertainment, our phones, social media and the rat-race of life.
So, we asked the question What if Wimpy was the brand that could help South Africans connect again?' And from this, we found a way for Wimpy to be part of the solution to the modern syndrome.
The ad, shot by Bouffant Films and finished by Fuel Content and Nova, draws viewers' attention to those opportunities to connect that many of us don't even realise we are missing. Featuring an emotive track composed track by Audio Militia, it gently tugs at viewers' heart strings, demonstrating them that it doesn't take much to show someone you care - and a meal at Wimpy is the best of those ways.
You can view the ad here: www.youtube.com/watch?v=QzgAOIy5-JU.
Commenting on the #MakeTime campaign and the brand ad, Wimpy Marketing Manager, Luise Peters, said that, since the first restaurant opened in Durban in 1967, Wimpy has inspired families and friends to come together for shared moments over meals.
For the past 50 years' families have joined us for our Famous Wimpy Coffees, our Classic Breakfasts, our iconic Wimpy Burgers, Famous Grills and thick milkshakes, she said.
Advertisement
The truth is, we don't just serve delicious meals. We've always served moments, family moments that are worth sharing, and this campaign has been such a joy to bring to life for us as a brand.
We are first and foremost a family brand and for many years families have made the time to enjoy a meal at our stores nationwide. However, we recognise that as people get busier and the pace of life gets faster, even something as simple as making time to have a meal together can be difficult.
We want to encourage families to take stock and realize that even though time may never seem enough, we need to make time for the ones that we love.
Ahmed pointed out that a new brand campaign is a big deal for a retail business. However, with Wimpy turning 50 this year, it was the perfect time to remind South Africans what Wimpy is truly about.
We created a beautifully considered and crafted piece of work that maintained authenticity and cast real, believable everyday South Africans. All kudos to our director, Dean Blumberg, who spread his net really wide and dedicated weeks to finding the right people for this TVC.
Additionally, kudos to the brand: as an agency it is exciting when a client chooses to be brave and abandon old methods that aren't necessarily delivering the results that they could.
It is amazing to touch on an insight that means so much to so many people. We believe this is a powerful message for the brand, and one that Wimpy can truly own.
When a brand wants to honour their true purpose, it can only lead to great things. So far, we have received an overwhelmingly positive reaction and we are really excited about the next part of our journey with Wimpy, said Ahmed.
ends
Credits:
Client: Famous Brands
Brand: Wimpy
Creative agency: FCB Joburg
Business Unit Director: Mogani Naidoo
Account Director: Darren Morris
Joint Chief Creative Officer: Ahmed Tilly
Creative Director: Suhana Gordhan
Copywriter: Paul Frade
Art Director: Jonathan Wolberg
Strategic planner: Stuart Sims
TV production: Tidi Motlhamme
Media planners: MediaShop
Production companies: Bouffant
Director: Dean Blumberg
Editor: Nick Goodwin - Nova
Post-production: Fuel Content
Embedded video for Wimpy Inspires South Africans To Reconnect
Commercials
Africa South Africa
Petra 0833031778
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
21/10/2025
As Amazon's Prime Video prepares to launch its coverage of NBA basketball under a major new deal, Grup Mediapro has announced that it is working with the st...
21/10/2025
ATLANTA Good news for consumers using an Atlanta DTH receiver to watch ATSC 3.0: with a new software update, they will be able to blanket their homes with Wi-Fi...
21/10/2025
While recent news has been heavily focused on Hispanic migration into the U.S., The 2025 Hispanic Market Report from Claritas highlights the fact that this gr...
21/10/2025
MAIDENHEAD, UK RWS has hired Michael Wayne as its head of media and entertainment in Los Angeles where he will lead the company's media localization busines...
21/10/2025
Imagine Communications and Rohde & Schwarz today announced a definitive agreement under which Imagine will acquire Pixel Power Limited, a wholly owned subsidiar...
21/10/2025
Atlanta DTH (ADTH) today announced a major update that will expand the functionality of its NEXTGEN TV receiver by enabling gateway capabilities allowing viewer...
21/10/2025
Heartland Video Systems, Inc. (HVS), a premier video systems integration, consulting, and expert ATSC 3.0 implementation firm announces that it has partnered wi...
21/10/2025
QuickLink, the leading provider of award-winning video production and remote guest integration solutions, today announced the appointment of Austin Hinton as it...
21/10/2025
nternet connectivity startup Miri Technologies Inc. will use this week's NAB Show New York as the launch pad for its latest ground-breaking innovation, the ...
20/10/2025
Inside TAMS: How Time-Addressable Media Stores could redefine sports workflows By Paul Markham
Friday, October 17, 2025 - 08:57
Print This Story
A penalty...
20/10/2025
Transformational production: Inside TVN's remote production push for the DFL...
20/10/2025
How NBC Sports Transitioned Stamford Facility to One Format: 1080p HDRMulti-year plan harmonizes workflows, simplifies operationsBy Ken Kerschbaumer, Editorial ...
20/10/2025
NBA on NBC' Studio Production Team Is Ready for Tip-Off With Coast-to-Coast...
20/10/2025
Under pressure: TVN CEO Markus Osthaus considers the German sports broadcasting ...
20/10/2025
(L-R) Maria Dizzia, Carmen Emmi, and Russell Tovey attend the Plainclothes pre...
20/10/2025
In March, we launched Concerts Near You to help listeners find concerts from their favorite artists. Since then, more than 3 million people have used it to disc...
20/10/2025
Em diversas cidades do Brasil, um movimento tem se fortalecido para celebrar o poder, a beleza e a profundidade da criatividade negra. O Dia AMPLIFIKA, agora em...
20/10/2025
In cities across Brazil, a movement is growing that celebrates the power, beauty, and depth of Black creativity. AMPLIFIKA Day, now in its fifth edition, return...
20/10/2025
Airborne Early Warning and Control aircraft rendering...
20/10/2025
DENVER and MUNICH Imagine Communications today announced its plans to acquire Pixel Power Ltd., a wholly owned subsidiary of Rohde & Schwarz. Financial terms of...
20/10/2025
LOS ANGELES G Morgan has joined Globecast, a provider of broadcast, media and entertainment managed services, as executive vice president of sales, Globecast Am...
20/10/2025
PLYMOUTH, Wisc. Heartland Video Systems and Zixi have partnered to enable broadcast-quality live video delivery over any IP network....
20/10/2025
A. R. Rahman on Facing Fear and Finding the Divine In an interview with Berklee President Jim Lucchese, the Oscar-winning composer reflects on how courage and...
20/10/2025
Monday 20 October 2025
To view this content, please enable our use of cookies. ...
20/10/2025
Rohde & Schwarz transfers Pixel Power to Imagine Communications Companies work collaboratively to ensure continuity and ongoing support for existing customers...
20/10/2025
RT 's Prime Time is set to host the final Presidential Election Debate this Tuesday night, October 21, providing an opportunity to hear directly from Irelan...
20/10/2025
NVIDIA and Google Cloud are expanding access to accelerated computing to transform the full spectrum of enterprise workloads, from visual computing to agentic a...
19/10/2025
Back to All News
Sins of Kujo' Comes to Life in New Live-Action Series Set for Spring 2026
Entertainment
19 October 2025
GlobalJapan
Link copied to cl...
18/10/2025
New England Sports Network (NESN) has chosen Harmonic, working with Astound Business Solutions, as its enterprise technology partner to transform primary distri...
18/10/2025
NEW ORLEANS, La. In the run-up to the start of the NBA season, WVUE-TV and Gray Local Media have announced a deal with DirecTV that will greatly expand access t...
18/10/2025
Berklee Celebrates 40 Years of the Fall Together Concert Faculty composers Bob Pilkington and Greg Hopkins are among the featured artists for this year's ...
17/10/2025
NEP Group Receives New Equity Investment From 26North Partners LP, Co-InvestorsCarlyle remains the largest shareholder as the company prepares for the futureBy ...
17/10/2025
Apple Lands Five-Year Deal for F1 Distribution in the U.S.Besides airing on Apple TV, the sport will be amplified on other Apple servicesBy Ken Kerschbaumer, Ed...
17/10/2025
SVG Sit-Down: Marshall Electronics' Bernie Keach on the Future of PTZ Camera...
17/10/2025
L2 Productions' REMI Facility in Austin Can Produce Content From AnywhereMusic festivals, sports events are produced via flypacks and remote control roomsBy...
17/10/2025
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
17/10/2025
(L-R) Christopher Meyer, Addison Timlin, Cooper Raiff, Lili Reinhart, Alyah Chan...
17/10/2025
M sica e arte se uniram em uma noite especial na semana passada na ZIV Gallery, ...
17/10/2025
Music and art came together for one special night last week at ZIV Gallery, an i...
17/10/2025
Spotify and FC Barcelona are extending our partnership through 2030, continuing a collaboration that's redefining how fans, players, and artists connect. Th...
17/10/2025
MURRIETA, Calif. The Sports Fishing Championship (SFC) has deployed DigitalGlue's creative.space storage platform to streamline video production by centrali...
17/10/2025
BELLEVUE, Wash. Football continued to cement its reputation as a bulwark of TV advertising in Q3 2025 with new data from iSpot that showed both the NFL and coll...
17/10/2025
The Sports Fishing Championship (SFC), the premier competitive saltwater fishing series, has transformed its production workflow by adopting creative.space, the...
17/10/2025
QuickLink, a leading provider of award-winning multi-camera video productions and remote contribution solutions, announces the release of StudioPro Version 4, ...
17/10/2025
Although the annual Grammy Awards celebration is best known for recognizing achievements in the recording industry, the show often proves a visual spectacle as ...
17/10/2025
OpenDrives, Inc., a leading provider of software-defined data storage and data services, has promoted Alex Dunfey to Chief Technology Officer (CTO) from his for...
17/10/2025
The University of Arizona (UofA) has significantly upgraded its broadcast communication infrastructure with the integration of Riedel Communications' advanc...
17/10/2025
Harmonic (NASDAQ: HLIT) today announced that New England Sports Network (NESN), owned by Fenway Sports Group and Delaware North, has selected Harmonic as its en...
21 June, 2017 - 08:30 
