Lib­erty shows its Ag­ile hand with Ti­tan ad

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

IN UN­CER­TAIN times, so con­ven­tional eco­nomic wis­dom goes, the smart money flees into gold. I would add a corol­lary to that: in tough times, the re­tire­ment mar­keters get go­ing. In prob­a­bly the most un­cer­tain time in South Africa’s post-1994 history, we some­times seem awash in fi­nan­cial in­sti­tu­tions offering in­vest­ment ad­vice.

One of the lat­est TV com­mer­cials for Lib­erty’s Ag­ile prod­uct line, is not only highly watch­able, thanks to the ef­forts of di­rec­tor Adrian De Sa Garces of Ve­loc­ity and the spe­cial ef­fects tech­ni­cians, but also makes a refreshing point about the global in­vest­ment cir­cus.

The vi­su­als are strik­ing and re­volve around the idea that, when peo­ple sit down to dis­cuss re­tire­ment sav­ings op­tions, they nor­mally do so in the com­fort of their homes. Out­side, though, in the big bad world of in­ter­na­tional fi­nance, any num­ber of events can im­pact on some­one’s money – good or bad.

So we see the couple and their Lib­erty con­sul­tant at home while a dif­fer­ent world swirls around them, just out of sight.

From an un­ex­pected oil strike (a pos­i­tive) to an in­va­sion of that new oil-rich coun­try (a neg­a­tive) to a far­away pres­i­den­tial elec­tion (neg­a­tive or pos­i­tive), devel­op­ments around the world im­pact on your re­tire­ment sav­ings.

De Sa Garces, work­ing to a brief from Fox P2 agency, im­ported a spe­cial rig to be flown from Lon­don to shoot the com­mer­cial, they tell me. The Ti­tan arm is said to be the long­est mo­tion-con­trolled arm in the world and was ex­tended to about 10m for the shoot.

Post-pro­duc­tion house Lung co- or­di­nated the tim­ing and ex­act move­ment of the Ti­tan arm and ev­ery­thing was done with pre­ci­sion, which is why it took three months to pro­duce the ad­vert.

The sec­ond no­table thing about the ad is the hon­esty on the part of Lib­erty – who are, af­ter all, pro­fes­sional in­vestor ad­vis­ers – about what moves world mar­kets and, as a re­sult, im­pacts on the value of our rand, for ex­am­ple. When the rand goes down, lo­cal in­vestors get poorer in terms of the real world cur­ren­cies.

And, con­trary to what many peo­ple think and say, the world couldn’t care less about what hap­pens in South Africa or what the ANC gov­ern­ment says.

In­ter­na­tional in­vestors move money around where they get the best re­turn. At the mo­ment, it looks as though US in­ter­est rates may be headed for a longterm rise, which means money leaves the coun­try for the almighty buck. More peo­ple want dol­lars than the lo­cal cur­rency, so the rand col­lapses.

Not much, really, to do with Julius Malema, #FeesMustFall or Pres­i­dent Ja­cob Zuma.

Which is an­other rea­son the ad works: it shows Lib­erty is re­al­is­tic and that the Ag­ile prod­uct will have safe­guards for the long-term in­vestor.

A good ad and Orchids to all in­volved.

I know it’s sum­mer and that, nor­mally, you can count on two things: rain and cell­phone com­pany spe­cial cam­paigns. The less we say about the for­mer the bet­ter and, as far as the lat­ter is con­cerned, there is quite a bit of gar­ish pump­ing and youth­ful ma­te­rial out there. But some of it is just down­right silly to me.

A par­tic­u­lar one which grates is the cur­rent TV spot for MTN, that fea­tures an an­i­mated heart (I think) wear­ing sun­glasses and talk­ing to “my ba­bies” about the R5 mil­lion in vouch­ers, which the com­pany is giv­ing away each month.

It is in­tended for mo­rons, I’m sure. De­void of ideas, clearly. And you can’t even blame the Nige­rian mega-fine ei­ther. An Onion for MTN. And, am I the only one who is by now heartily sick of the silly McDon­ald’s “I’m lovin’ it” jin­gle? It’s bad enough in its nor­mal form, but when they use it to cel­e­brate two decades in South Africa, then I want to scream… “20 years of… I’m lovin’ it…”

No I’m not. Mind you I’ve never been a big fan of the prod­uct.

At its launch, I re­mem­ber dub­bing it “The world’s first allmeat Marie bis­cuit…”

The Onion I am award­ing is prob­a­bly big­ger than those first beef pat­ties.

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.