The through-the-line ‘Ambition’ campaign stretches across Outdoor, Print, and a Digital storytelling platform that houses ‘Out of the Ordinary’ stories of personal drive and a fierce sense of personal purpose.

The first TVC, titled ‘Promaths’ which was released in April, portrays the story of Sowetan-born Lindiwe Zondo, an alumna of Investec’s Promaths programme, who went on to achieve a perfect score on her matric certificate for Mathematics and Physical Science to eventually qualify as an engineer. The poignant and beautifully executed narrative follows a young Zondo through the use of a mathematic equation that pulls her struggles and ultimate triumph into perspective. Although her long commutes, late hours and problems with access to electricity result in ‘minuses’ and ‘divisions’, her ambition ultimately served as the most important factor in her eventual success.

The ‘Fire Pool’ execution features Olympian swimmer and South African sporting hero, Cameron van der Burgh, impressively swimming through a literal pool of fire. The Investec ambassador’s personal story of ambition is told through a narrator that points out his imperfect stroke; the fact that ambition is more vital to his extraordinary achievements than talent in isolation. The voice-over concludes that Van der Burgh only knows that he is working hard when “even under water, he burns”. Coupled with the arresting visuals of the swimmer’s seemingly flawless performance through the fire, the commercial leaves the viewer with a forceful message: drive, tenacity and ambition is what it takes to be a champion.

Velocity Films’ Keith Rose, one of the most respected directors in the local and global advertising industry, directed both commercials. His association with the Investec brand spans over a period of about 20 years, and his unique black and white polished treatment is a signature style that has consistently grown the brand over the years.

“When bringing the overarching campaign and commercials to life, all partners were united in the mission of creating thought-provoking messaging that would leave consumers feeling introspective,” says Graham Lang, chief executive officer of Y&R South Africa and Africa. “Lindiwe and Cameron’s showcased stories and circumstances are unique, but it’s their positive attitude towards life that so strongly resonates with the nation.”

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