The feel-good pro bono campaign is, in fact, a public service announcement encouraging audiences to support and participate in the first ever Nappy Run, an event that looks to collect nappies for and raise awareness of children with disabilities in South Africa.
"We wanted the commercial to strike a more satirical note, and leave even the most sceptical do-gooder inspired to don a diaper and run their heart out," said Golden Planes producer Herman le Roux.
In a similar 'change of pace', Le Roux also directed the ad; a role he sometimes assumes in pro bono situations to stretch the creative wings in a different direction.
The Cape Town-based production company partnered with Rob Gill, Regional Creative Director of Saatchi & Saatchi London, who championed the good cause by issuing a company-wide creative brief; with the chosen script submitted by Saatchi & Saatchi Dubai copywriter Sion Wilson.
'It was a pleasure to get involved with such a worthwhile cause and one that takes such a positive attitude to helping those in need. The shoot was pretty intense, but a lot of fun and we're really pleased with the outcome." explained Gill.
Official Nappy Run web site: www.nappyrun.org.za
Special thanks to the following crew and suppliers who donated their free time and services:
The Casting Studio
University of Cape Town
Media Film Services
She Sha Film & TV Caterers
Aces Up Post Production: Shaun Broude (Editor)
Echolab - Simon Malherbe
Ashley Da Silva
Cast: Dean Ennion from Ice Models