“There are things that happen in South Africa, that are part of our lives. Some weird, some wonderful, and some more serious,” explains Devin Kennedy, executive creative director at
King James. “As South Africans, we've become so used to them, that we don't even give it a second thought, but to foreigners, they're often bizarre.”
Bakkuzis, braaivleis, load shedding, baboon visits, car guards and traffic signs of hippos crossing are some of the quirky South Africanisms that are featured in the ad. The commercial is filmed through the eyes of foreigners and gives an outsider's perspective on the uniqueness of some of the things we encounter in everyday life.
The advert is a celebration of the rich, amazing place called South Africa, while at the same time shining a light on some very real, and often serious issues.
The new campaign sets out to reinforce Santam’s message of insurance good and proper. “As one of South Africa's original insurance companies, we have always upheld a philosophy that there is a right way to do insurance. Insurance good and proper is about treating your valued assets as seriously as you do to ensure that you have reliable cover should you ever need to claim,” says Yegs Ramiah, executive head of Brand at
Santam.
"An incredible amount of care goes into providing solid and reliable cover that's there for you when you need it, particularly in South Africa where we have a unique set of risks that aren't always typical. With our new ad campaign we want people to spend more time celebrating the many upsides and wonderful aspects to living in this one-of-a-kind country - and less time feeling uncertain about whether they're properly covered,” concludes Ramiah.
Click here to view the new Santam TVC.