"When we discovered that a film of the legendary Staffie was to be produced entirely in South Africa we felt that we could not pass up the opportunity to align the two brands," says Darren Leishman group executive: creative at PenQuin International.
Andy Rice, who is heading up the marketing efforts for the film, says, "I could not think of a better automotive brand to associate with the Jock character, the brand's David vs Goliath strategy works perfectly with the story."
The Suzuki TVC can be viewed at www.vimeo.com/penquininternational/suzukijock.
Mazda in South Africa, in a partnership with Grey SA, has reinvigorated the original concept with an emotive new campaign that harnesses the spirit of the idea and breathes new life into the brand. In a coup for the local agency, the premise has been localised, as Grey SA was able to apply a global platform, hinged upon relevant local insights.
Cath Ireland, Grey Advertising executive creative director, says the thinking behind the campaign was to really bring the 'zoom zoom' idea to life, to make it a tangible emotion that people could step into and relate to.
"We wanted the campaign to stand out and so have employed a number of creative tactics. This includes a very specific tone of voice in the voiceover that is distinctive and a little cheeky but confident and honest. It is not a traditional advertising tone so it's disruptive. Visually the advert is also unconventional in that we have used lots of fast-paced cuts where every shot unlocks the joy of motion and the thrill of emotion."
To do that, the creative team conceptualised the launch TVC around the idea of the simplicity with which children experience 'zoom-zoom' and the absolute delight this brings, hence things such as a cardboard box and grassy embankment. It plays on the idea that as adults, we lose that ability to feel 'zoom- zoom', until we get behind the wheel of a Mazda and rediscover the thrill of motion.
The entire creative team, comprising Ireland; creative directors Erin Brooks and Jayson Dicks and film director Chloe Coetsee, lived the concept during the process. The shoot, for example, was equally fast-paced, with three ads being completed in just six days. Ireland says everything was assessed against the "zoom-zoom philosophy."
The first execution, a 45" corporate TVC, went live on 8 June 2011 on SABC, DStv and e.tv. Running simultaneously, is a new look and feel print campaign comprising nine print adverts. Retail offerings and online executions will be rolled out in the near future.
