King James takes Cape Union Mart onto TV

Some of the amazing wildlife footage includes two monkeys kissing passionately to advertise a two-person tent and double sleeping bag, while shots of rhinos with birds hitching a ride on their backs, promotes Cape Union Mart's wide range of backpacks.

"Cape Union Mart needed to evolve their brand and our new TV and print campaign positions them strongly as the definitive outdoor store," said Group MD, James Barty.

Running until December, the ads can be viewed on SABC2 and SABC3.