HHP has been one of South Africa's leading local Hip Hop artists for over ten years, but he truly came into his own in 2007, making him the perfect person to represent Stimorol, the brand that invites South Africans to ‘Chew Life'.
The commercial, which was conceptualised by Cadbury South Africa and Ogilvy Cape Town, was shot in Dobsonville, Soweto, by new director on the block, Malo 8 from Frieze Films.
The 30-second commercial features HHP in his trademark hooded top, walking through the township explaining his view of the three kinds of people you meet in life: those who sit on the side and watch the world go by, the dreamers who drift along waiting for something to change, and those who get out there and make it happen. He casually pops a piece of Stimorol, and asks: “Which kind are you?”, before walking off to the beat of his latest track “All I need”.
According to Kelly Putter and Michael Lees-Rolfe of Ogilvy Cape Town, Malo 8 ensured that HHP delivered a credible and inspiring performance. First launched in Denmark 52 years ago, Stimorol is currently positioned as the gum that gives you the confidence to seize the moment.
“Working with Malo was a very cool experience, not only on a professional level but personally,” they said.
“He has the rare gift of being able to communicate exactly what's going on in that beanie clad head of his, and still remains open to agency and client suggestions. He then swirls it all around and the finished product, from what we experienced, was beautiful to say the least. Oh, and his straightforward honesty and tenacity will protect that idea until the cows come home. Thank you very much Malo dude, you're a legend!” is how they summed up their working relationship with him.
Ogilvy Cape Town's TV producer, Iris Vinnicombe, concurred: “What an awesome experience! Malo is passionate, professional and above all a pleasure to work with. The production process was faultless and his team mirrored his enthusiasm and vision. He is approachable, honest and always put the concept first. He has great energy and never gives up.”
Malo 8 is the alias of acclaimed Soweto-born television and film director, Dumisane Phakathi.
The 32-year-old - whose documentaries have been lauded at the Toronto Film Festival, the Berlin Film Festival, the Montecatini Film Festival (Italy) and the Ismaliia Film Festivals among others - joined Frieze Films in 2008.
Concluded Cadbury Candy & Gum Marketing Director Alistair Mokoena: "We are delighted with the commercial; it clearly shows what Stimorol people are all about. Stimorol is a brand that is all about going out there and making it happen, it's what Jabba has done, and we all enjoyed collaborating with him on this project.” Click here to view the commercial.