It?s all about Pulse

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It s all about Pulse --

Fri, 10 Oct 2014 13:27

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Hip, hot and happening are words that come to mind when viewing the new MTN Pulse commercial.

Conceptualised by advertising agency MetropolitanRepublic, the spot aims to strike a chord with South African youngsters that subscribe to the urban youth culture currently on the rise in our country and more especially in Johannesburg.

The brief given to executive producer Gavin Joubert of Bomb Commercials was to create a cutting-edge television commercial that captures the underground, futuristic movements happening in downtown Johannesburg.

The commercial takes on the style of a documentary, following young urban influencers, from radio DJs to extreme sportsmen as they show the world what stimulates their pulse. According to Joubert, during the casting process, agents were on the lookout for the cutting edge of urban youth culture also known as influencers : fashionistas, musos, extreme sportsmen and other eccentric go- getters making waves in today s sub-cultures.

Joubert who was also the line producer for Oscar-winning film Tsotsi says that the agency allowed him and director Teboho Mahlatsi significant creative freedom when shooting the advertisement: Because of the documentary approach we were given a lot of freedom to explore and capture the influencers or brand ambassadors daily routines and the essence of what inspired them their pulse.

The ad was shot primarily on the RED Epic, with some truly impressive extreme biking shots captured by strapped-on Go-Pro cameras. We wanted to use a doccie style approach fused with stylised portraiture. It was important to keep the locations and the look and feel real, so lighting was limited in order to keep true to the influencers real surroundings, Joubert explains.

The commercial was shot on 24 July 2014 at the Smoking Pistons Motorcross track, the YFM Radio Station in Hyde Park, in Alberton and some quirky streets in Jozi s very own urban cultural hub Maboneng.

Assisting Joubert and director Teboho Mahlatsi in bringing the spot together were producer Marc Harrison, DOP Alard De Smidt, production designer Dimitri Repanis, line producer Maurice Dingli, first assistant director Barry van Niekerk and stylist Trudi Barklem.

Joubert thinks that the youth of South Africa will identify with the commercial and its target market in particular. It will resonate with young audiences, especially because it captures those fresh, cutting-edge sub-cultures that are exploding in our cities at the moment.

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