Cadiz’s new ad is right on the money
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.