The purpose of the advert is to communicate that, along with their all-encompassing recovery warranty, Cartrack also offers a comprehensive selection of fleet management services for businesses regardless of the vehicle type, fleet size or specialist industry that they operate in.

Cartrack’s Smart Fleet solutions provide business owners with valuable data regarding driver behaviour and trip information, to name a few features that will assist with optimising business owners’ fleet management, security and investment.

The advert gives life to the value proposition that Cartrack makes to fleet owners, and entice them to try out the free 30-day trial that Cartrack is offering. To achieve this, Grey Africa enlisted the services of the same director that was used to capture the essence of Cartrack last year – Sam Coleman.

In this advert, actor Luthuli Dlamini is seen seamlessly transitioning to an escalating range of vehicles from a scooter, flower delivery van and peaking finally to an 18 wheeler truck, which emphasises that Cartrack’s fleet management services are not only able to cater for fleets of any size, but that Cartrack’s eyes are also always on your business.

“Our challenge was to introduce Cartrack’s fleet management offering into the hearts and homes of every business owner. Our lead actor, Luthuli Dlamini, as well as the keen eye of our director, Sam Coleman, allowed for a range of smooth transitions that gave our commercial a real edge,” says Charlene Olivier, creative director at Grey Africa.

“The conceptual solution was to provide the illusion that our lead actor seamlessly moves from one vehicle to the next, giving clear emphasis to the fact that Cartrack is always present. The location, grade, and music allowed us to create an ad that sets itself apart from the clutter, whilst giving it a contemporary western twist. The message through the continuous transitions effectively communicates that no matter how big or small your business, ‘your eyes are always on your fleet’,” she concludes.

Watch the advert here.

For more information, visit www.cartrack.co.za. Alternatively, connect with them on Facebook or on Twitter.