New TVC for Foundry Cider result of meticulous directing, attention to detail
The new television campaign for Foundry Premium Cider is the result of a great idea from ad agency JWT Cape Town, and meticulous performance directing and attention to detail by Tony Baggott of Frieze Films.
“Conn Bertish (JWT executive creative director) and I had the same vision for this ad, even when it came to choosing the actor,” says Baggott.
The team eventually settled on a British actor, Richard Dixon, who fitted the bill with his quirky look and range of performance, including an authenticity so necessary in hitting the tone.
Baggott admits that finding the balance was an enormous challenge: “It was very difficult to capture, but I knew exactly what I wanted to do with this campaign and I believe we hit just the right note.”
According to Baggott, the art direction and editing technique also played pivotal roles in setting these spots apart.
Bertish added: “We are very happy with this campaign. Tony rocked. It's very difficulty to capture the tone of commercial that we did. It is sophisticated and dry, yet irreverent and fun – a very fresh personality for the category.”
The campaign is set in the Foundry brewery – a mix of old world and new – and a place where the viewer is introduced to three different apprentice brewers who all attempt (and ultimately fail) to brew successful batches of Foundry Premium Cider.
The commercials launch the larger campaign of How to Make Foundry Premium Cider in 871 (not so easy) steps, in a charming and memorable way. They are currently screening on SABC and DStv.
Click the links below to view the commercials:
Foundry Cider D Smith.mp4 [2MB]
Foundry Cider B Willow.mp4 [2MB]
Foundry Cider E White.mp4 [2MB]
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Frieze Films is a South African production company, representing commercials directors Tony Baggott, Malo 8, Rob Malpage, Ian Mason and Jonty Fine. We also facilitate international productions within South Africa and into Africa.- more....