Cell C’s latest ad, “Power To”, premiered in cinemas nationwide. Ogilvy & Mather (O&M) Johannesburg’s Creative Group Head Andrew Pearson talks about producing the network’s first brand ad in years.
What are you hoping to achieve with the ad?
It’s Cell C’s first official, non-retail, non-product brand ad in years. Its aim is to celebrate not just the way cellphone technology connects all of us in inextricable ways and the role that connectivity plays in our lives, but also the people that are on Cell C’s network.
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 whomever we choose.
Tell us about the filming process.
The ad was produced by Picture Tree and directed by JH Beetge, the same director who shot the M-Net’s “My Life As a Movie” ad.
We all agreed that we didn’t just want to 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 we made sure that most of the casting was done in the towns and cities we were going to shoot, with the people who live there.
Did anything exciting happen behind the scenes?
Well, we travelled a total of 4000 kilometres, from Joburg, to Upington, through the Northern Cape to the West Coast, then down from Doringbaai to Hermanus.
It was a pretty tight schedule, as we only had five days to get all the shots we wanted, but somehow we still found time to shoot extra scenes, including getting super lucky when a 600-cart mining train decided to rumble past, at just the right moment.
Tell us about the Afrikaans version.
We enlisted the help of Deon Wiggett to reinterpret, not just translate, the script. We wanted to talk to the Afrikaans consumer, not simply throw an “as is” translation at them as an after-thought.
The ad flighted in cinema for a couple of weeks, and then rolled out to TV in both 90″ & 60″ formats for the festive season, continuing into January.
We’re using this as an opportunity to try to change the perception of the brand in the public eye, reminding them that as consumers they really do hold the power in their hands, and we’ll be following that up with a slightly different, but just as exciting campaign straight afterwards. I can’t say anything more on that though…
Watch the English version here:
Watch the Afrikaans version here:
What do you think of the new ad? Let us know in the comments below.