“We really wanted to push the boundaries with this commercial,” says Nadia Boucher Coombe, marketing manager,
24.com. “We wanted our audience to see
News24 as more than just a news platform that pushes out over 200 articles a day. Our brand and staff have so much personality - we really wanted to showcase this in the ad. And the use of fingers as the key characters allowed us to clearly represent that
News24, with all its platforms, really is ‘news at your fingertips’. ”
The advert is a spoof of a television newsroom, using wigged up fingertips to show 'Riaan' at the news desk, 'Andile' at the financial desk and 'Naas' at the sports desk. The three elements represent
News24,
Fin24 and
Sport24 respectively.
The commercial was produced by Shoestring Productions. The agency was Bletchley Park and Deliverance did the post production.
The advert launched on DStv on the Tuesday, 1 January. To view the Behind the Scenes video, click
here. To view the advert, click
here.