An apt Orchid to Velocity for such an auspicious day
IN THIS special week commemorating Nelson Mandela and his huge contribution, it is appropriate that the Orchid this week goes to a commercial which emphasises the value of struggle and commitment, which Madiba has aplenty.
The new Amstel TV commercial, “The Chef ” – shot by the immensely talented Gregy Gray of Velocity Films Cape Town – tells the story of a young man, a poor man, who has a dream of one day becoming a chef. It shows his long labours, his failures, his learning.
It also emphasises that, between the early morning taxi rides and the leather seats of a Range Rover, there are “no short cuts”, “no quick fixes”, “no easy way to get there”.
That’s a message many need to hear in this country today.
The story is one of hope and, in the end, of triumph, but also of bonds and relationships which go beyond the expected in our raceobsessed society.
And it also is a good vehicle to showcase Amstel as an aspirational beer, because at all stages on the long hard road, it is there, helping mark the good times and make the bad times less bad.
Orchids to agency OwenKessel ( exec creative director Donovan Bryan and creative director Mike Cook… and a special one to copywriter Stephanie Larsen for such an emotive script); as well as to Gray and the team at Velocity.
Apart from anything else, people, a thank you – from me and everyone else who wants to see our local industry prosper – for another quintessentially South African story. (See i-lincc: sstarorchid20)
Another very good ad, with strong emotions and local content is the one for Cell C flighting at the moment… Power to You. Strongly scripted and touching all emotional connections which a good communication tool like a cellphone can bring, it is well shot and executed. Except… except… Why, oh why, people, did we have to use an American accent? This product and this company are totally rooted in South Africa (whereas Vodacom and MTN have networks across the world and could be forgiven for choosing the “universal accent”) – so what do you have against a local accent?
Do you think that using a South African voice in the commercial would imply, somehow, that the product is less good, less effective? That is idiotic in the extreme.
And I don’t understand why you did it, Cell C, because your other ads (some of which I have awarded Orchids) are clearly local.
So, for turning a potentially great ad into one which irritates, Cell C, you get an Onion. It’s not too late to re-edit the soundtrack…
(See i-linc: sstaronion01)