An apt Orchid to Ve­loc­ity for such an aus­pi­cious day

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

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)

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