The commercial is a move toward occupying a more light hearted and category-relevant space for the brand.
The advertisement features rapidly changing sets in an animated range, playing out the featured character's ambition through a sequence of choices. “In the real world, we are time starved and nobody waits for us to make decisions or choices at snail's pace,” says executive brand manager Caryn Sher. “We make decisions on the fly, each option we take presenting new possibilities, again presenting choices. This, coupled with the idea of ambition, is the choice of 21st-century living summarised in 30 seconds.
“Castle Lite is an ambitious, premium brand that has always looked to fresh thinking in realising its relationship with consumers,” Sher continues. Castle Lite Crossroads, a mini-series that allows viewers to assist characters in decision making, thus influencing the plot, airs its third season on Thursdays at 7.27pm on SABC1. It was nominated for several categories at this year's SAFTAs (South African Film and Television Awards) and won in the Best Supporting Actor category.
The new television commercial will air for the earlier part of this year in support of a 360-degree campaign comprising activations, a new season of Castle Lite Crossroads, retail promotions and public relations.
