Each image, at first glance, reminds the viewer of sophisticated places and events in Europe and America, but which then turn out to be South African.
A high wide camera shot of a line of models, an applauding audience, flashing cameras – Milan? No, it is South Africa. A close-up of red wine being poured into a glass, a couple having a picnic in a beautiful wine estate – Bordeaux? No, South Africa. Is that high angled shot of lines of luxury cars filmed in Bavaria? No again. It’s BMW’s plant in Rosslyn, Pretoria.
Amanda Horwitz from TBWA/Hunt/ Lascaris, the ad agency which produced the commercial, says “the advert’s vibe is exciting and exhilarating, an optimistic view of the future of South Africa that is full of boundless possibilities.
“The commercial has a polished high-end look achieved through stunning locations enhanced by elegant photography, tied together by a beautiful score. It celebrates South Africa in a fresh way.”
The CEO of the IMC, Yvonne Johnston, explains that the 45 second advert, which will screen on CNN, “is to challenge perceptions and put vibrant business images into the minds of international decision makers – so that they seriously consider South Africa as a trade, tourism and investment destination.
Adds Sophie Masipa, the IMC’s marketing manager “The juxtaposition of extremely sophisticated looking images and a typically South African soundtrack reinforce South Africa as a unique trading partner – offering best practices with a distinctive energy and soul.”
Tebogo Mahlatsi, the director of the advert, admits it was “a technically challenging job”. But, through the assistance and co-operation of many businesses in South Africa – including BMW, the JSE, Lowrensford wine estate, the Darling wind turbine project, dress designers Bongiwe and Clive Rundle, and the Anglo Gold Architecture collection of designer jewellery, which graced the models, “we created an advert that showcases South Africa in a sophisticated, dramatic and compelling manner.”
ENDS
Issued by: Meropa Communications
On behalf of: The International Marketing Council of South Africa (IMC)
For more information, please contact:
Tumelo Kumalo, IMC Media Relations
Telephone: 011 483 0122/073 933 8802
Email: [email protected]
Or
Claire Taylor, Meropa Communications
Telephone: 011 772 1000/ 072 341 3898
Email: [email protected]
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