The commercial, which highlights the fact that All Gold is available anywhere, is set in an old lonely hearts style diner. Benny, who is excited about his big night out, sits down at his table, ready to tuck into his hamburger and chips. He picks up the tomato sauce that has been decanted into a nasty little unmarked bottle and asks the waitress for All Gold. To his horror, he realises that he is at table number 35. He frantically searches the diner for table 36 and heaves a sigh of relief when he spots number 36 on the table next to him, which is occupied by an attractive blonde woman. She is charmed by the whistle in his speech and assumes that he is flirting with her. As she gets up to go to the salad bar, Benny quickly swaps tables and, oblivious to her keen interest in him, hands her back her bag when she returns to the table and tucks into his food.
Paul Warner, creative director at TBWA Hunt Lascaris comments: "Out of the younger set of directors in the country, I think Jason is going to do extremely well. He is clear headed, doesn't panic and shoots from the hip. He has brilliant ideas and his camera framing is excellent."
Fialkov adds: "The greatest challenge was to direct a commercial that was already part of an existing campaign. In bringing Benny out of the factory and adding a new character, I have tried to add something different and to give it my own style. The end result is a fun, fresh commercial about an obsessively loyal employee. I think that people will certainly remember that 36 tomatoes go into a bottle of All Gold tomato sauce."
As a relative newcomer to the world of directing commercials, Jason is quickly making a name for himself, both locally and internationally. 2004 ended on a high note with Jason directing a package of three BP commercials for Ogilvy, Cape Town. This year is off to a busy start and Jason has just returned from India where he directed a commercial for a leading soap brand - Liril.