The campaign features Sibusiso, who aims to help his family by showing them a better way to shop online at Takealot.com. In Sibusiso’s story, viewers are introduced to his grandmother and her carer, Cynthia. Sibusiso brings his grandmother a gift every time he visits her.
Gogo uses her most recent present – a cellphone – to make a mysterious transaction. A few days later, the doorbell rings. It’s a delivery from Talealot.com. As Cynthia prepares to hand over the parcel to the grandmother, she invites her to take a seat and passes back the present.
Robert Grace, head of strategy at M&C Saatchi Abel, says, "The festive season obviously presents an opportunity for brands to present work that will really make them stand out – and not just in the sense of moving product. At the moment, we could do with commercials that have a unifying or nation-building effect; some good old-fashioned storytelling – but stories that are authentic, and not a sunny version of a European Christmas."
"This ad, with its message about the joy of giving, is a case in point. By emphasising South African values and characteristics, it creates a sense of pride around who we are as a nation. In this way, it is more than simply an advertising campaign," adds Grace.
"This work is a testament to the fantastic partnership we have with our client. You don't challenge a category as cluttered as this without total trust and belief in each other. I’m really proud of this authentic South African work that is making online shopping more accessible to all South Africans," says Grace.
"We’re really excited for next year as we continue to evolve from South Africa’s largest e-tailer to one of the country’s largest retailers," concludes Gordon Ray, executive creative director at M&C Saatchi Abel.
You can watch the commercial here.
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