Cartrack are standing behind their exceptional recovery rate by offering clients up to R150,000 in the unlikely event that they are unable to recover their stolen or hijacked vehicle. As the only vehicle recovery company in South Africa willing to put their 'money where their mouth is', they required a breakthrough TVC to communicate their unique offering to the South African market. Thanks to some incredible creative direction and award-winning post-production, the new Cartrack TVC, conceptualised and created by the team at Grey Africa, allows the viewer to witness a car literally disappearing - right in front of their eyes.
"Many brands overpromise and under-deliver, which influences consumer expectations of what they see and hear in advertising campaigns. We had to find a way to let viewers know that Cartrack's R150,000 Warranty is sincere, and in fact unprecedented in the industry," says Francois Boshoff, Grey Africa Creative Director. "The concept of the car literally disappearing right before your eyes is something that resonates with South Africans, and delivers the brand challenge in an exciting and first-of-its-kind execution."
Grey Africa enlisted the expertise of director Sam Coleman from Giant Films, to bring the concept to life. Although the effects in the commercial may appear to have been computer generated, the majority were actually shot in live action, creating an exciting and challenging shoot that would not have felt misplaced in a Hollywood blockbuster. Downtown Johannesburg with its big city, gritty urban feel provided the backdrop for the TVC. "Shooting in downtown Jozi on a Saturday evening can be tricky, especially when you close off a road that taxi drivers use every day. Other than some rather impatient taxi drivers and a touch of dodgy weather, the eight-hour shoot progressed very smoothly," adds Boshoff.
Agency: Grey Africa
Creative Director: Francois Boshoff
Art Directors: Tarryn Bezuidenhout, Charlene Fourie
Copywriter: Katie Beyers
Production Company: Giant Films
Director: Sam Coleman
DOP: Jamie Ramsay
Producer: Laura Sampson
Post Production: Left Post Production
Posted on 25 Jul 2014 13:02