"This commercial is about the human spirit and the passion to help each other. It's a commercial about De Beers that is not about diamonds," says Ignition Advertising's Creative Director, Rupesh Mallgee. "Besides being visually appealing, this commercial is also about something else more important. It's about local communities and local people and the spirit of partnership. It is about constantly surprising the viewer."
The commercial reveals De Beers' commitment to the communities it works with, and its determination to be a partner in addressing social issues such as education.
As such, the commercial was shot in local communities, using previously undiscovered local acting talent. The vibrant collaboration of professional film crews with people from all walks of life has resulted in 60 seconds of inspiration, says Mallgee, portraying a message of hope.
"This commercial is about respect for the good work that is done by many people who deserve recognition. There are many projects De Beers is involved in that uplift people and we want to show that energy and spirit and passion for giving," says Mallgee.
The director of the ad is Dominique Black of Fade to Black, and the campaign starts on 15 November on etv.
