First foray into retail advertising

The Tivoli Taps commercial is to be followed by the first of the traditional CTM "Big, Big Sale" brand retail advertisements later this month.

Comments Priniven Pillay, Ireland/Davenport strategy director, "Tivoli Taps are designed and manufactured in Italy to the highest specifications and carry a 10-year guarantee. With this in mind, it struck us that these were taps manufactured by people obsessed with quality, standards and product performance and we sought to dramatise this in the Tivoli brand ad, creating a world in which this brand could exist.

"Overall, this is part of the intended evolution of the CTM brand in the public imagination beyond tiles and into other areas of home enhancement - whilst still always delivering unmatched value."

Shot in Eastern Europe

Conceptualised by the creative duo of Philip Ireland and John Davenport, the ad was shot in Eastern Europe by Pete Pohorsky of Plank Films, using the services of the Prague-based Armada Films and a team of professional local actors.

Explains Ireland, "The decision to shoot in Prague was based upon both economic and aesthetic factors. We were able to shoot abroad for far less that it would have cost us to recreate a credible Italian village in South Africa and I think the nature and atmosphere of the city we chose is far more authentic and convincing than any set we might have designed. Shooting in Europe also allowed us to concentrate on casting and performances instead of focusing on recreating a little piece of Italy."

In a departure from the CTM advertising of old, the 45-second commercial provides the viewer with a humorous and entertaining account of the people and lifestyle in the Italian city of Tivoli. We are guided through our tour of the city by a super-suave main character who explains that the people are Tivoli are quite unlike the rest of the Italian population in that they are no good at the traditional pursuits for which Italians are renowned, such as playing soccer, being at the forefront of style and fashion, and being the world's most passionate lovers.

Passion, energy and craft

Throughout the ad one witnesses the residents of Tivoli as they demonstrate just how useless they are at all things traditionally "Italian" until finally one is taken to the Tivoli Taps factory where it is made apparent that it is because they concentrate all their passion, energy and craft on making the Tivoli Taps, that the people of Tivoli are unable to accomplish much else.

Davenport was particularly impressed with the professionalism and talent of the Czechoslovakian actors. Despite the language differences, they were easily able to convey the humour and absurdity at the heart of the ad.

"The character-driven nature of the commercial meant that we required actors that were really comfortable with the humour and that would go along with the concept. We couldn't have selected a better suited group of actors - they just fell into the roles as if they were made for them!" he adds.

The CTM Tivoli Taps commercial is currently flighting on SABC 1, 2, 3 and e.tv.