But this is much more than just another TVC – it’s a celebration of Appletiser’s 50 years in the business; a golden anniversary between one of SA’s most-loved soft drinks and its loyal consumers.
“Our challenge for this ad was to tell a story of half a century of golden moments in a compelling and emotional way,” says Mike Groenewald, creative director at Hunt Lascaris. “Appletiser is a premium beverage that stands out in the soft drink market, and by drawing on its heritage, we hope to successfully emphasise this fact.”
Visually, the commercial is unusual: The main protagonists and their thoughts are only alluded to through an understated, yet captivating voiceover and first-person view, providing viewers with an immersing experience, and encouraging them to draw on their own memories.
“Appletiser’s changing packaging is our key visual device in the ad,” Kirsten Leeuw, Head of Strategy at TBWA\ Hunt Lascaris, explains. “Many people identify with a certain pack and associate it with some interesting or special moment in their lives be it an intimate first date for two, a weekend afternoon spent with friends, or quiet time with a cherished loved one.”
Though inspiring on its own, the TVC is only the first step in a year-long campaign. Hunt Lascaris is honoured to be able to celebrate these 50 years by working through the use of various media channels for the next 50 weeks to celebrate a golden anniversary of crowning moments.
To view the TVC,
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