As part of MetropolitanRepublic's pro-bono initiatives the agency created a TV Commercial for Hear Us, a non-profit organisation established in 2001 by parents of deaf children with cochlear implants. The vision of the organisation is to assist children and adults obtain cochlear implants, in order to facilitate speech, learning and help them be part of the hearing world. Hear Us operates in close association with the Cochlear Implant Unit at Tygerberg Hospital in Cape Town.
The creative shows a young girl playing the violin, while her mother listens. She plays the wrong notes and the dog gets up from the floor and runs away from the screeching sound. The girl stops but the mother smiles and indicates for her to carry on. The mother pushes a strand of hair behind her ear, showing the cochlea implant. The commercial ends with the message everything sounds beautiful when you haven't heard before.
Over and above the creative execution MetropolitanRepublic also secured over 150 flightings on DSTV, starting in March.
"It's important for us to give back; not only are we helping the greater community, but this is when advertising passion is at its best," says Pete Khoury, Executive Creative Director MetropolitanRepublic.
"The TV commercial very aptly shows the beauty of being able to hear, in this case a mother who has been given the ability to listen to her daughter's violin playing. MetropolitanRepublic have proved to be as passionate as we are when it comes to a great cause," says Sarah Allwood of Hear Us
The team was made up of:
ECD: Peter Khoury
Copywriter: Marjolein Rossouw
Art Director: Susan Aukema
Agency Producer: Nicola Martin
Account Exec: Karabo Motjuwadi
Media : Eve Pennington (Starcom MediaVest Group)
Production Company: Bomb Commercials team
Editor: Paul West, Deepend Post
Post Production Facility: Ministry of Illusion
Final Audio: Howard Music