Unisa ad a tribute to the tenacious
UNISA has released an evocative television commercial to launch and reinforce its new brand proposition, “Define tomorrow”.
Brad Reilly, from creative agency Net#work BBDO, says the film is a moving glimpse into the tenacity of a Unisa student who, unlike most other university students, achieves higher education through online and distance learning.
“Many Unisa students lead dual lives, supporting themselves and the people around them. It’s a tough and highly admirable situation, driven mainly by the need to make the most of themselves and ultimately define their tomorrow.
“Our strategic and creative intent was to amplify the significant value of a Unisa degree and its social impact.
“Through distance and online learning, Unisa is able to provide access to higher education to those tenacious individuals who have no means or resources to acquire a degree on a full-time basis.
“All students (endure) their own version of hardship to achieve a degree. The university has developed a unique breed of doers, thinkers and pioneers.”
Reilly says that in filming the commercial, the main guiding principle was authenticity.
“We tried to bring that through the treatment as much as possible. We shot predominantly at night on the streets of Joburg, using the light available and limiting any artificial lighting.
“We didn’t want to overcomplicate things stylistically and kept the grade close to what we saw on the camera.”
The commercial begins by depicting the challenges faced by a late-night cab driver who, on returning home in the morning, immediately begins a day of studying, while caring for his young son.
Before long, the day is over and the cab driver is off again to start a long evening shift carrying partygoers around town.
One morning he enters the house and is greeted by his parents and son, who proudly present Unisa correspondence to him – and confirmation of a pass.
The musical arrangement was created in collaboration with Audio Militia and is the emotional thread throughout the film.
“In keeping with the authenticity we wanted portrayed in the piece, the track was recorded using actual instruments,” says Reilly.
“We feel it helps to really understand what the character is going through.”