Under the direction of Chris Saunders, the music video for Smile takes a different slant from SHOUT’s previous in-your-face messages against crime. This time, the focus is on the source of the problem, the importance of access to libraries and education which comes through loudly in this new video.

Shot on a shoe-string budget and supplemented by resources from Ola! Films, Net#work BBDO and South African celebrities, the music video hope to make viewers smile. No stranger to edgy music videos, Saunders pulls the piece together with flash, style and an infectious sense of fun – a departure from the necessary seriousness of the previous two campaigns.

Written by Mi Casa and SHOUT co-founders, Kabelo and Danny K, the song’s originality makes for fresh, upbeat listening. With slick, dance routines from the V.I.N.T.A.G.E dance crew.

SHOUT hopes to appeal to a big youth market appeal and make them think. It’s a message the Ola! group is proud to stamp its name on, with everyone from highly acclaimed directors, Amy Allais and Mfundo Mkhize acting in various capacities, to producers, Olivia Leitch and Leanne Sanders, deeply invested.

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