Reliving those moments best forgotten

To emphasise the taste of Pacmar’s Wilde Fruit Juice, two 30-second ads by Tomcat Advertising Agency showcase those times best left unremembered, such as not being able to collect your clothes from the laundromat and being forced to wear your favourite outfit... of 1991.

The concept of the advertisement evolved from the pay-off line “one instant of bad taste doesn’t mean you have no taste”, and showcases funny and sometimes uncomfortable situations.

“It’s a human truth,” says Thomas Houghton-Dixon, client service director of Cape Town-based Tomcat. “We’ve all had those moments we would rather forget about, such as singing to Wham! at the top of our lungs or owning a ‘Frankie Says Relax’ t-shirt. These memories are always very entertaining in retrospect and provide a great concept to play around with.

And who can forget waiting for ‘Charlize Theron’ in a foreign living room on matric farewell and being pleasantly surprised by ‘Charles Bronson’?

“The strategy behind the advertisement was to take the essence of the Wilde Fruit Juice brand which is taste, and communicate it as an extrinsic value of the brand. As a result we not only created a strong positioning for the brand but also gave the brand a voice,” adds Houghton-Dixon.