Last week, Nando's released the first episode of its 'Origins' TV ad campaign, which over six separate commercials across all the channels will culminate in one mini-saga finale that will play on DStv and selected cinemas from 20 June 2011 [video]. What do you think of the ad and the campaign concept (see below)?
Spread across six standalone episodes, 'The Dubious History of the Delicious Peri-Peri' is the tale of just how the company came to be in possession of its unique Peri-Peri flavour and the first-ever African Bird's Eye chilli bush that started it all. The campaign culminates with a 180-second mini-film that is meant to have all the makings of a culinary box-office hit: intrigue, ruthlessness and a large dash of conniving and dedication to the acquisition of the chilli bush.
Customers also have the chance to upload their own take or episode on Nando's origins and the acquisition of the African Bird's Eye chilli bush through www.howfarwillyougo.co.za. It makes the campaign by far the most interactive, most revealing to be undertaken in the company's 23 year history.
Creative team and rationale
Conceived by Black River FC in Johannesburg, the creative team of Avish Gordhan and Mandie van der Merwe under the creative direction of Ahmed Tilly and with the assistance of producer Iolanthe Grobler, shot the six episodes' shot over five days. Under the direction of Egg Film's Slim, it was shot in locations throughout Gauteng, including the Dobsonville mine dump, Krugersdorp, Chamdor Road, Emmarentia Dam, Westdene House, Hertford Hotel and the Lesedi Cultural Village - all transformed to depict everything from a shipwreck in the Indian Ocean to deserts in Egypt.
"This is about nothing less than the company's origins. Our very beginning. About the thing that started it all," says Sepanta Bagherpour, Nando's marketing manager.
"I don't think a less brave client would have attempted this ad, and so we must take our hats off to Nando's for being as enthusiastic about this project as we are and for pursuing an idea we believe has never before been seen on South African screens," explains Gordhan.
Adds van der Merwe, "We wanted to schedule each episode in a way that creates intrigue for what comes next in the six spot series. This episodic format allowed us to introduce an interactive online element to the campaign to entice Nando's customers and South Africans to become part of the story."
"Ask anyone who has ever worked on or for the company and they will tell you that they are always bombarded by ideas for commercials by our customers," says Bagherpour. "This element of the campaign now gives everyone a chance to actively take part in what's certainly our most epic TVC to date."
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