First TV ad in the vernacular for SAB

Conceptualised by the creative team of Judith Mofutsanyana, Sandile Mkhasibe and creative director, Mike Wilson, the ad takes the format of a traditional African fable. The story features a wise king looking for a similarly wise husband for his beautiful daughter. Potential suitors include the wealthiest man in the kingdom who promises that the princess will want for nothing if she marries him. The strongest man in the kingdom then pledges that the princess shall always be protected should she agree to his proposal. The final suitor wins the princess over when he states that his gift is not of the earth, but comes from within.

Comments copywriter, Mkhasibe, "We wanted to create an ad that would effectively re-enforce Castle Milk Stout's positioning as a symbol of respect for wisdom and experience. An icon of what really counts, that which comes from within."

Adds art director, Mofutsanyana, "The Castle Milk Stout drinker doesn't rely on material wealth for status, but commands respect for his strength of character. We have reflected this powerfully in the commercial".

Directed by Miles Goodall of Suburban Films, shooting took place on a mine dump outside Johannesburg. This location provided the ideal dramatic backdrop to the commercial. Extra depth and colour were carefully added to what was shot through an intensive six-week post-production process. The digital addition of giant baobab trees and the Bulawayo ruins are just two examples of this that further enhance the scale and beauty of the visuals.

Comments, SAB Marketing Director, Peter Mc Loughlin, "We are extremely happy with the new TV commercial and believe it brings the brand proposition to life in a fresh and highly impactful manner".

The TV commercial comes on the back of highly successful radio and outdoor campaigns which have been instrumental in building brand equity and sales - as well as making "Inkunz' Emnyama" synonymous with Castle Milk Stout.