Singing our praise

First National Bank, one of the first companies to commit to the Proudly South African campaign, is singing the country's praises with a new television commercial conceptualised by its marketing communication partner, FCB Johannesburg.

The 70-second commercial, created to celebrate Freedom Day, broke on national television on April 27.

Shot in three days on location in Van Reenen's Pass, the commercial opens on an African plain lit by a deep orange sunrise and proceeds simply but powerfully. As the sunlight moves across the veldt, lighting its beauty and that of the creatures it nurtures, a praise singer proclaims his love for the land and thanks her for her bounty.

According to FCB South Africa Group Executive Creative Director Ashley Bacon, the new commercial was conceived and delivered in the vernacular and will flight in Zulu, iXhosa and Sotho; more often than not without its English subtitles.

Explaining the rational behind the commercial, Bacon said it celebrates African culture, and takes cognisance of the fact that many South Africans describe themselves as 'African' rather than black: "A praise singer is one of the most powerful icons of African culture, it seemed so logical to show one singing praises for our land."

Bacon and Creative Director Ulric Charteris wrote an 'intention' for the commercial and then sought out the assistance of Ingwe Communication Creative Director and 'white Zulu' Barry Leitch. Leitch, who knows the metaphors employed by praise singers and African poets, wrote the Zulu version, which was then given to Xolani Mkiva, Nelson Mandela's - and now South Africa's - praise singer.

"We asked Xolani to use Barry's song as a guide only for all three versions but it is a tribute to his knowledge, understanding and empathy with the Zulu tribe, that Xolani saw no need to change Barry's wording," says Bacon.