Our newest ad for Cell C is all about the everyday person who uses the network. It’s a brand manifesto and their first official, non-retail, non-product brand ad in years – celebrating not just the way cellphone technology connects all of us together in inextricable ways and the role that connectivity plays in our lives; but also celebrate the people that are on Cell C’s network.
Cell C is an enabler, the only network in South Africa that is FOR the consumer, not themselves, and this ad aims to showcase the way in which all our lives are richer because of the way we can now connect, or unplug, anywhere, any time, and share those moments with whoever we choose.
The team decided not to simply cast and import the usual “perfect” models and actors. This is an ad about real people from all walks of life across the country, so they made sure that most of the casting was done in the towns and cities they were going to shoot, with the people who live there.
They also enlisted the help of Deon Wiggett to reinterpret, not just translate, the script – with some delightful results:
Creative Director – Louw le Roux
Art Director – Darryn Rogers
Copywriter – Andrew Pearson
Agency Producer – Debbie Dannheiser
Production Cpmpany – Picture Tree
Director – JH
Producer – Gary King
DOP – Werner Maritz