SPAR, one of the largest retailers in Southern Africa and their long term agency TBWA Durban are “narrating it forward” with a campaign that carries a heart-warming message. The 60-second commercial “United For Christmas” was inspired by a Danish advertisement that debuted on YouTube early in 2017.
Having discussed the Danish work at length, both client and agency teams felt that the message delivered in the original commercial by Copenhagen based agency & Co, was one that South Africa needs more than ever right now - that there is so much more that brings us together than what keeps us apart.
TBWA asked & Co for permission to take the sentiment forward. The Danes agreed that this is a necessary and universal message and were happy for the South African agency to execute it for the local market.
“We found such strong resonance in the Danish message of unity, particularly right now with the divisions that have been sown in society that we wanted to bring this to life from a South African perspective,” says Des Jones, Group Head of Strategy, TBWA.
“SPAR is a microcosm of South African society and at a festive time like Christmas, when families and friends get together, we wanted to share this message of unity. It is what makes us so unique. We were delighted that TBWA shared our sentiments about the original campaign and were happy to take this message forward,” adds SPAR.
The commercial airs Tuesday 21 November 2017.