“Many South Africans have been demonstrating the qualities of a Wealthsmith™ in their daily lives, without even realising it. It’s that natural instinct to make the most of what they have. It’s making incremental improvements – eating healthier, exercising, studying, turning their house into a home or making a change by voting. With every action, every decision, they’re choosing to live their best life possible. And that’s what being a Wealthsmith™ is about,” explains Yegs Ramiah, CEO of Sanlam Brand.
The television commercial titled
Settle launched on Sunday, 6 November and tells a story of how people make the most of what they have. Using everyday scenarios, Sanlam wants to connect with all South Africans on a personal level. They want to ultimately inspire a world of Wealthsmiths™, people who share Sanlam’s respect for money and, like them, are sensible and determined to do things for good.
Ramiah adds, “There’s never been a better time to put out a message like this. People are under pressure financially and need to find ways to make their money stretch further. We really wanted to find a simple human truth to remind them that they’ve been doing small things to improve their circumstances their whole lives and inspire them to do the same with their money."
“While the underlying message of the commercial is quite a serious one, we wanted anyone to be able to relate to it. So we worked hard to strike a balance between what we wanted to convey while still being entertaining and inspirational. Director Kim Geldenhuys did a great job helping us find that balance,” says Devin Kennedy, executive creative director of the King James Group, the agency behind the new television commercial.
You can watch the commercial
here.
For more information, visit
www.sanlam.co.za. Alternatively, connect with them on
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Twitter.