Hands clap, electric sparks fly, the sun spreads its heat, boys dance vigorously, an aeroplane prepares for take-off, and a lizard tap dances in the dust. Image after image in Standard Bank’s new television commercial bring key characteristics of the African continent to life in a fast-paced visual display of energy and motion.
When Standard Bank briefed its agency, Hunt Lascaris, to bring its purpose of driving Africa’s growth to life, the greatest challenge was to represent Africa without resorting to stereotypical portrayals of its environments and people.
“Standard Bank is a home-grown African company with deep on-the-ground insight into the continent and we wanted this to come across strongly in the ad,” says George Low, Hunt Lascaris creative director.
Underpinning the commercial is the insight that necessity is the mother of invention on the continent and that Africans turn everyday challenges into opportunities. “In fact, it’s the continent’s specific environments and circumstances that compel its people to innovate in uniquely African ways,” says Low.
The script focuses on seven attractive African characteristics – hot, big, fresh, dark, quiet, deep and busy – while the evocative narrative sets up the logic of this and the visuals bring the point of view to life, interpreting the thinking in a distinctive and unexpected way.
Jenny Pheiffer, Executive Head for Brand at Standard Bank, says “the commercial represents a pace and energy that talks to how we see ourselves playing a significant role in Africa’s growth. Ultimately we wanted the commercial to feel as fast and dynamic as the continent itself, a place where people and businesses never stop moving forward.”
The television commercial is being flighted across Africa and supported by print and airport advertising as well as digital banners and social media presence that click through to Standard Bank’s ‘Living Africa’ blog where, amongst other content, user-generated feedback will be featured.
The creative team responsible for the campaign includes:
CCO – Peter Khoury
ECD – Rui Alves
CD – Shane Forbes
CD – George Low
Head of TV Production – Sandra Gomes
GAD – Caroline Franklin-Marks
Production House – Egg Films
Director – Sunu Gonera
Ima Peter
Magna Carta, on behalf of TBWA\Hunt Lascaris Johannesburg
Ima.Peter@magna–carta.co.za
(011) 784 2595
