Sasol powers Amaglug-glug

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'Live Football' tells of South Africa's rich footballing heritage and the passion South Africans have for the sport through a simple story set in Soweto in the late 1960s.

A group of young boys abandon their afternoon chores to play a game of football. We find the boys in a nearby stadium, where the opposing team captains are selecting their respective players from a group of youngsters who happen to be some of South Africa's past football legends.

As the captains select their players by name, each of the boys chosen demonstrate their unique footballing flair. The captains continue to make their choices right down to the smallest player, who identifies himself as Doctor (Khumalo), and the only blond-haired, white boy in the group, whose name is Gary (Bailey). The commercial's payoff line is "Live Forever. Live Football - Growing tomorrow's legends".

Theo Ferreira, executive creative director at TBWA\Hunt\Lascaris, the agency that developed the campaign, says that great care was taken to ensure period authenticity of the commercial - from the clothing and shoes worn by the boys to the cars in the streets.

"Moreover, the dialogue in the commercial, written by Festus Masekwameng and Felix Kessel in the vernacular, ensures integrity and honesty.

"Even the music received special treatment to achieve the appropriate Kwela sound, while the footage was shot under the able directorship of Tebogo Mahlatsi on location in Soweto's suburbs of Kliptown and Orlando, as well as in a dilapidated football stadium in Carltonville."

Trevor Munday, Sasol's deputy CE, says 'Live Football' is symbolic of Sasol's aspiration to reach new frontiers by supporting ambitions of making greater South Africans: "It highlights the fact that Amaglug-glug has consistently proved to be an ideal launch pad from which to advance players to the national Bafana Bafana squad, thus producing national heroes and sporting role models for our country.

"We are confident that it will also entrench awareness of Sasol's support for football in the hearts and minds of South Africans, while encouraging patriotic pride in our national football teams."

Earlier this year Sasol announced its ongoing support for the South African Football Association (SAFA) with a R40 million sponsorship for Amaglug-glug over the next four years.