Cadiz’s new ad is right on the money

Weekend Argus (Saturday Edition) - - MEDIA& MARKETING -

IF YOU’RE a fi­nan­cial in­sti­tu­tion, you don’t have to spend a for­tune to get your point across. In fact, wasn’t it spend­ing for­tunes by fi­nan­cial in­sti­tu­tions which got the world into the mess it’s in?

That’s the ra­tio­nale be­hind a new, sim­ple, yet ef­fec­tive ad for Cadiz, done by Net#work BBDO Cape Town. The idea is that the com­pany is up on a stage for all to see. Noth­ing is hid­den, all open and straight­for­ward.

Cre­ative di­rec­tor Alexis Beck­ett says this com­mer­cial is de­signed to set the tone of hon­esty and de­liver Cadiz’s core be­lief mes­sage of do­ing it right. “Its ex­cel­lent track record in highly eth­i­cal in­vest­ing prac­tices is proof of this.”

Beck­ett says it’s a twist on the be­hav­iour of fi­nan­cial in­sti­tu­tions that led to the re­cent eco­nomic melt­down. “The mes­sage delivers a com­pelling, com­pet­i­tive plat­for m for to­day’s dog-eat-dog world and states that at last clients are as im­por­tant as their money. Even though this is a TV com­mer­cial, we stayed true to the stage for­mat to make our point.”

Di­rected by Sacha Wal­man from Ground Glass, the shoot took place in real time with pre­cise chore­og­ra­phy, no trick­ery and only one cut in the en­tire ad. Ex­ec­u­tive cre­ative di­rec­tor Ivan John­son says even though Cadiz was started in 1993 and listed as far back as April 14, 1999, this is its first foray into big brand above-the-line ad­ver­tis­ing.

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.