Cardies returns to the small screen

The new commercial by Ogilvy Johannesburg highlights Cardies' compassionate attitude and its sense of humour in a way that reminds its market that Cardies understands and supports sentimentality and emotion.

Kerry Taoushiani, account director at Ogilvy Johannesburg says, "The strength of the brand message, encapsulated in 'Cardies says it Best,' underpinned an open brief: the only mandatory instruction was to make the ad charming and entertaining."

The commercial centres around a hapless, but otherwise normal man called Lloyd whose life has become miserable because of an alarming affliction - a chronic bout of hiccups. We see Lloyd trying to cure himself at every opportunity - drinking water upside-down, holding his breath, eating sugar and practising yoga breathing exercises. He consults his doctor and is admitted into hospital. The nurse is preparing to give him an injection when another sister enters with the "hero" of the commercial - a large bunch of "Get Well Soon" balloons tied to a gift. The nurse with the syringe inadvertently pops one of the balloons resulting in a startled jump from all in the room. Lloyd and the nurse realise the cure has come with a bang from Cardies.

"Cardies has not been on television for over a year. Although a cinema commercial was done in 2003, it was a very niche ad. The aim for the new ad is to remind people of Cardies, and this ad certainly does that," says John Boden, Cardies product manager.

The new television commercial will be flighted early next year. The creative team from Ogilvy Johannesburg included Gerry Human, Fran Luckin, Slim Grippe (Director), Trevor Sacks and Suzanne Strydom.

Cardies has become an iconic South African brand. Its first store was opened over 25 years ago, and they now have over 100 in Southern Africa.