In the latest BP campaign commercials director Erik van Wyk together with Ogilvy has produced a spot that focuses on the many social groups within our society. The ad draws on the fact that South Africans have always had the ability to laugh at themselves and the result is a three-spot campaign that possesses subtle and clever humour that hits home.
The BP campaign has proved popular with young and old and has won Ad of the month as well as been shortlisted for the Loerie Awards in the TV category. One of the commercials features divas vs taxi drivers in a football match and highlights the idiosyncrasies of these groups such as taxis stopping midfield in their tracks and “taking it on the outside lane again”. The idea behind the campaign is “Beyond 2010 there is a nation united” and this has a double meaning of prepping for 2010 but BP is also advocating that there is also a life BEYOND 2010. According to Fran Luckin ECD at Ogilvy, "I really enjoyed working with Erik because when he takes a job, he has a vision for that job. And he is so sure, so certain of that vision, that you feel as if you're in good hands; that things can't help but come out right.”
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