Parkour is a discipline in which participants run along a route using only the human body to get from one place to another. Along the route, parkour artists overcome obstacles through running and jumping or other specific parkour moves, requiring split-second precision. The technique has been featured in films, such as Casino Royale.
The high energy, 45-second advert stars British parkour artist Chase Armitage, internationally recognised as one of the best in the world, with two South African artists, Dane Grant and Vernon Willemse. During the ad, the three athlete artists make their way through an urban landscape to work, showing their talents off, with the excitement and precision of parkour highlighted in their every movement - bouncing off buildings and flying through the air.
When they arrive at work at a Dunlop Zone, they prepare for the day setting up their tools and preparing for service excellence and precision tyre fitment - lining up the spanners, loading the water, straightening the nametag and vaulting in - ready for the first customer. The concept illustrates human precision and attention to detail, a feature of the client's service.
Jenny Soons, marketing communications manager for Dunlop, comments, "The Zones are really the retail face of the brand - modern, premium with a high performance image. We wanted consumers to recognise that the retail store is the place for precision fitment, when fitting high performance tyres. We wanted something young, something edgy that really differentiates the brand for the consumers as the place to go for advanced technology premium products, attention to detail and outstanding service and we are delighted with the outcome."
The advertisement took two months from concept to production and about 50 people were involved in the shoot. It took two days to film, and was filmed at the Sci-Bono Science Centre in Newtown, Johannesburg. The featured fitment centre is on Lynwood Road Pretoria and Collective Films once again was the production company.
"We conceptualised a commercial that built on the precision concept from the first Dunlop ad, which used the idea of driver precision for the brand. We developed this idea further to use parkour to demonstrate human precision for the retail side," explains John O'Donoghue, MD of O'Donoghue & Associates. "With the pay off line 'precision tyre fitment', it focuses more on the service aspect. We wanted it be innovative and stimulating, projecting the brand as a high performance, premium option that is both dedicated to excellence and full of vitality. We are extremely proud of the outcome and believe it will achieve the same success as its predecessor."
Established in 1991, the agency is a full-service advertising agency and, though based in Durban, has a national blue-chip client base from a variety of industries. It has successfully worked on a number of key advertising campaigns including the 2006 and 2010 Soccer World Cup bids and created the renowned 'Durban - South Africa's Playground' concept.
This current advertisement was a huge undertaking considering the magnitude of the project. The success of this project is a boost for advertising in Durban, illustrating that Durban based agencies can compete with the top players in the industry.
"This commercial is bursting with energy, which is beautifully balanced by the control needed for parkour. We are proud of the fact that it has been conceptualised by a Durban based agency, proving our capability to compete with the best in the business. We look forward to a great response and continually achieving in the future," ends O'Donoghue.
