IMC doing it again for Brand South Africa
The International Marketing Council of South Africa (IMC) last week launched a new TV commercial to boost the growing confidence among South Africans about the future. Known as the “We've done it before” campaign, it is built on the premise that South Africans continue to defy all odds.
Says Yvonne Johnston, CEO of the IMC: “It's an emotionally inspiring advert that tells a true story of a nation, as well as capturing the spirit of the South African people. It will stir emotions, make people proud and give them confidence that we will overcome all of our challenges, whatever they are – crime, unemployment, poverty…and world cup scepticism.”
Visually, the advert shows the first democratic election in 1994, the long queues of patient people, and ends with a woman walking past the line of voters after casting her vote, capturing the sentiment of an inner victory. The opening line of the copy is taken from a speech by former president Nelson Mandela: “Of all the challenges we are yet to overcome, none is greater than those we have already overcome.”
Beat any oddsComments Kheepe Moremi, marketing director of the IMC: “It makes the point in almost lyrical fashion that South Africans are no strangers to overcoming obstacles that appear to be overwhelming. As we have shown before, we can beat any odds – and we'll do it again.
“The TV advert was about telling a true story. And those stories are often the hardest to tell because they are the easiest to get wrong. We believe we got it right. We captured the spirit of the South African people, a nation which now serves as an example to the rest of the world”.
‘We've done it before' is supported by a radio advertising campaign, as well as 10-second television news-clock inserts which highlight the possibilities alive in SA in the 10 second countdown to news bulletins.
The commercial was directed by Teboho Mahlatsi and directed by Gavin Joubert, both from production house Bomb. Mahlatsi is regarded as one of the most talented directors in the country. “He did a fantastic job in capturing the triumph of the 1994 elections. We were incredibly fortunate to have him working with us on this project,” says Hennie Stander, creative director of TBWA/Hunt/Lascaris.
CollaborationThe music was a collaboration between Victor Masondo and JB Arthur and the commercial was shot at Kudung Middle School in Heidelberg.
Copies of the IMC's previous campaigns “Rhythm of the Nation” and “Today I woke up” can be downloaded from
www.imc.org.za (follow link labelled ‘marketing material').
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