DDB is keeping it fresh

DDB has, through the two TV commercials, communicated the quality of the products and entertained the viewer. The ads are shot in a highly filmic style and play on the viewers emotions. This has achieved the objective of creating strong affinity for the brand through engagement and empathy with the characters.

The 'Sandwich' ad plays out a romantic scenario of a young man trying to win the heart of his love. The few vocals in this commercial were shot in French and even though to the masses, French is not comprehensible, research suggested that it heightened the romantic mystique and hence helped build the ambiance.

Research has further shown that the advertising is clearly achieving the objectives of positive brand recognition and clear differentiation from house brand offers. The emotional tone appeals to the viewer through the heart as well as the head - a recipe for success, according to the agency.

The TV commercials will run in September and October on SABC 1, 2, 3 and etv.