The spot follows Spoek Mathambo around Johannesburg between midnight and the early hours of the morning, as he acknowledges real people for what they’re already doing to make every day a success.
These vary from taxi drivers, security guards, and shopkeepers to creatives like fashion designer Floyd Manotana from Floyd Avenue, jazz band Gontse, the Puzzle, and street artist R1.
"It’s important for us as Africans to celebrate the broad range of people who drive African success,” says Gonera. “I loved the idea of introducing these diverse characters to the world in a heroic and cinematic way, irrespective of their trade or profession."
Shot by Rory O’Grady with Keenan McAdam as the production designer, the spot is a visual feast of Afrocentric aesthetics, which has already been featured on international commercials production trade shots.
Conceptualised by Prabashan Pather, Tariq Bailey, Anna Nurse, and Xolisa Radebe of Ogilvy Cape Town, the spot was edited by Ricky Boyd at Deliverance Post Production, with music by Simon Ringrose at Say Thank You.
You can watch the ad here.
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media update recently interviewed Gonera about his success at Cannes 2017. Read more in our article, Egg Films’ Sunu reflects on African authenticity at Cannes.