The new ad takes a fly-on-the-wall look at foreigners from India to the UK, from the Netherlands to Japan, as they share anecdotes about South Africa with their friends.
"There are things that happen in South Africa, that are part of our lives; some weird, some wonderful, and some more serious. They're one-of-a-kind things that you need one-of-a-kind insurance for," explains Devin Kennedy, ECD at King James. "As South Africans, we've become so used to them, that we don't even give it a second thought, but to foreigners, they're often bizarre."
Bakkuzis, braaivleis, load shedding, baboon visits, car guards and traffic signs of hippos crossing are some of the quirky South Africanisms that are featured in the ad. The commercial is filmed through the eyes of foreigners and gives an outsider's perspective on the uniqueness of some of the things we encounter in everyday life.
The advert is a celebration of this rich, amazing place we live in, while at the same time shining a light on some real and often serious issues.
The new campaign sets out to reinforce Santam's message of insurance. "As one of South Africa's original insurance companies, we have always upheld a philosophy that there is a right way to do insurance. Insurance good and proper is about treating your valued assets as seriously as you do to ensure that you have reliable cover should you ever need to claim," says Yegs Ramiah, Executive Head of Brand at Santam.
"An incredible amount of care goes into providing solid and reliable cover that's there for you when you need it, particularly in South Africa where we have a unique set of risks that aren't always typical. With our new ad campaign we want people to spend more time celebrating the many upsides and wonderful aspects to living in this one-of-a-kind country - and less time feeling uncertain about whether they're properly covered," concludes Ramiah.
Agency: King James Group
Chief Creative Officer: Alistair King
Executive Creative Director: Devin Kennedy
Art Director/Head of Art: Damian Bonse
Copywriter: Devin Kennedy
Strategist: Nicky Rush
Client service: Amanda Stergianos
Agency Producer: Caz Friedman
Music: Pulse Music
Sound Engineer: Dave Harris (Freq'ncy)
Production House: 0307 Films
Director: Kim Geldenhuys
Producer: Tess Tambourlas
Editor: Ricky Boyd (Deliverance)
Post: Black Ginger
The ad is embedded below, for your viewing pleasure:
