Marcus is no stranger to the small screen: he charmed the nation in another Vodacom TVC earlier this year, 'Power Rap'. As his goofy sidekick, Mack is the perfect 'foil' for Marcus' engaging antics; adding additional wattage to the ad is an appearance by the Motswako hip hop star, HHP, and its use of Billboard magazine's Summer Song of the Year, 'Party Rock Anthem' by LMFAO*.
"The ad has it all: a local superstar, an international feel-good hit and a cute kid. It's highly watchable and great fun, and should instantly slash through the advertising clutter that peaks during the holiday season," said executive creative director, Gareth Paul.
Shot by Sweet Spot Content's Miles Goodall over six days in Johannesburg and Cape Town, the TVC opens on Marcus and Mack hanging out in a make-shift car wash they've set up to try raise some money for their summer holiday. When 'Party Rock Anthem' starts playing on the radio, Mack starts busting some silly dance move. Marcus abruptly interrupts him with an 'uh uh, this is how you do it!' Marcus breaks out a wicked little shuffle and Mack pulls out his phone to film it. The ad cuts to HHP watching the video clip online of Marcus doing the shuffle dance. He thinks it's hot, and shoots off to offer the pair a real summer job - scouring South Africa to find the best dancers to appear on stage with Marcus, Mack and himself. Finally, it's show time: the stage literally explodes into action, setting off fireworks and lighting up a flaming sign that reads 'Mofaya'.
Vodacom South Africa Managing Executive of Marketing, Enzo Scarcella, said summer - and particularly the holiday months - is a crucial period for Vodacom. "The summer months are ideal for us to connect with our customers, to deliver our brand messages and offer our customers more than ever before; truly delivering against 'the summer of more'. More music, more friends, more fun, more memories, more socialising, more fans, more deals, more help, more technology, more talk, more Internet. That's why it's a 'Mofaya Summer', and that's why our lead ad is bigger, better and louder than ever before."
'Mofaya Summer' broke on national television on October 16 and is a 360 degree campaign. Stores will also be branded and 'Mofaya Summer' activated on beaches and in shopping malls throughout December.
The creative team responsible for the campaign and other promotions during the period comprises executive creative director Gareth Paul and Chief Creative Officer, Brett Morris, Lawrence Katz, Bradley Stapleton and Melusi Mhlungu.
Learn to shuffle and get Mofaya here
* 'Party Rock Anthem' is a song performed by American pop recording duo LMFAO (Stefan and Skyler Gordy), featuring English singer Lauren Bennett and GoonRock. The single went to number one in Australia, Belgium, Brazil, Canada, Denmark, France, Germany, Ireland, New Zealand, Switzerland, the United Kingdom and the United States. It featured in the 8th season of 'So You Think You Can Dance' in the United States, in the first episode of the MTV TV series 'Awkward' and appears in South Park Season 15 'City Sushi'. Most importantly, 'Party Rock Anthem' was named by Billboard as the 2011 song of the summer.