Each image in the advertisement, at first glance, reminds the viewer of sophisticated places and events in Europe and America, but which then turn out to be South African.

Amanda Horwitz from TBWA/Hunt/Lascaris, the advertising agency which produced the commercial, said: “The adverts vibe is exciting and exhilarating, an optimistic view of the future of South Africa that is full of boundless possibilities.

“The commercial has a polished high-end look achieved through stunning locations enhanced by elegant photography, tied together by a beautiful score. It celebrates South Africa in a fresh way.”

Of the 45 second advert to be screened on CNN, Chief Executive Officer of the International Marketing Council (IMC), Yvonne Johnston said: “The aim is to challenge perceptions and put vibrant business images into the minds of international decision makers – so that they seriously consider South Africa as a trade, tourism and investment destination.”

IMC's marketing manager Sophie Masipa said the juxtaposition of extremely sophisticated looking images and a typically South African soundtrack reinforce South Africa as a “unique trading partner – offering best practices with a distinctive energy and soul.”

Tebogo Mahlatsi, the director of the advert, admits it was “a technically challenging job”.

Mahlatsi highlighted that through the assistance and co-operation of many businesses in South Africa, including BMW, the Johannesburg Stock Exchange (JSE), Lowrensford wine estate, the Darling wind turbine project, dress designers Bongiwe and Clive Rundle, and the Anglo Gold Architecture collection of designer jewellery, which graced the models, “We created an advert that showcases South Africa in a sophisticated, dramatic and compelling manner.”

Article published courtesy of BuaNews

[10 Dec 2007 12:03]

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