“Being essentially an entertainment brand, DStv TV advertising is there primarily to entertain. South Africa has had enough stress and bad news to deal with over the past year, so it's only fitting that a brand like DStv can provide some light relief,” says Graham Pfuhl, head of marketing for DStv.
In each commercial, we see a character who gets a little carried away after watching perhaps a bit too much of their favourite shows on DStv.
In “Bowls”, an over-zealous old man decides to streak at his local bowling green - much to the dismay and amusement of the bowling fraternity. He's obviously been watching sport on DStv. In “Idols”, a father gives his daughter's rendition of “Happy Birthday” a scathing review.
Another three will later be added to the mix, compliments of Studio Zoo, which was originally involved in the campaign. Still in the production phase, these ads carry the same winning formula - humour with an element of charm.
The first, entitled “Lunch Box”, sees two construction workers having lunch atop a high-rise building. One whips out a mundane polony sandwich whilst the other dishes up some impressive haute cuisine, much to the amazement of his co-worker. Guess who's been watching lifestyle channels on DStv?
In “Thanks mom”, a young girl gives a rather melodramatic speech after receiving a certificate at her school's awards ceremony. Definitely worthy of an Oscar. And in “Fireman”, a plump fireman on cleaning duty gets carried away. His dancing with a broom soon escalates into a seductive pole dance, all while singing, “I'm looking for some hot stuff baby this evening”.
“These commercials will be flighted heavily on-air on DStv, so it was essential for us to create stories that are fun, watchable and don't suffer from wear-out,” says Ogilvy creative director Jonathan Beggs. “It's not very often that a client brief asks you to be funny, be entertaining. We're very pleased with the commercials, and expect them to be well-received.”
