It grabs viewer attention because it opens with a shot of an athletic young man under water staring up at the surface … before it is revealed, using ‘rewind technique’, that he is a high diver who seconds before had sprung from a board, somersaulted and dove head first into the water.
“The creative challenge for the agency was to demonstrate the focus Bonitas brings to its core business, as well as create something really distinctive that would stand out and work hard on TV,” said FCB Joburg’s executive creative director Jonathan Deeb.
The execution conceived by his team of creative director Gareth Paul; art director Natalie Elsener; and copywriter Este de Beer off a strategy by Ryan Parkhurst and Ryan Hausberger does just that.
“By using an exceptionally demanding sport requiring exact planning and timing, and comparing that – and the intense focus top divers have – to Bonitas’ philosophy, this ad talks to viewers in a no-nonsense yet powerful way,” said Deeb.
“And, of course, there’s the added impact of moving out of a dark, brooding and rather uncertain space to one of sunlight. In reverse. It’s almost impossible to look away, or misunderstand the message we’re conveying.”
The
30-second TVC was shot on location in Sea Point, Cape Town, in just one day. It was edited by Paul West and post-production was handled by Academy, Ministry of Illusion, Bladeworks and HeyPapaLegend.
For more information on FCB Joburg, visit
www.fcb.co.za.