Draftfcb's creative director, Grant Jacobsen, senior copy writer Neo Mashingo and art director Ntsikelelo Nukwa are the team responsible for the new advertisement.
“This commercial - which is only the tip of the iceberg when it comes to our new soccer sponsorship campaign - perfectly encapsulates Vodacom's relationship with soccer,” says Vodacom's managing executive marketing, Enzo Scarcella.
The advert features soccer legends of old as well as heroes in our time. Teenage Dlala, Phil Masinga, Linda Buthelezi, Excellent Walaza, Moses Spandeel, Siphiwe Tshabalala, Mark Williams, Neil Tovey and Bryce Moon can all be seen in this homage to the jive of Sophiatown. The ad includes respected referee Ace Ngcobo, showcasing the full spectrum of the beautiful game in a much stylised rendering.
The TVC was shot over three days by the production house, the Bomb Production, after a preliminary three day rehearsal. The shoot took place on location in the ‘Old Synagogue' on the corner of Paul Kruger and Struben streets in Pretoria.
Professional dancers were used as body doubles for the soccer players when it came to the dance moves but, of course, the soccer stars needed no assistance in showing off their natural talents. The cast swelled to around 120 people, including extras and a full band. The sound track, ‘Marie', featured in the commercial, was composed by Louis Prima.
‘So'jaiva' breaks on national television on July 4 and is supported by cinema, print, outdoor and radio media campaigns.
