Broadcast in 2017, Blissbrands asked for the concept to be extended to the small screen. Creatrix tasked its team with the creation of a music video.
Shot by The Star Film Company, the new TVC music video takes the form of a romance between a lawyer and a dancer, walking viewers through the courtship and ending when he puts the ring on her finger.
Creatrix founder Lynn Joffe says the entire TVC is a metaphor for brand love. "The brand values themselves are embedded in the lyrics, subtly suggesting the desired cleansing properties, from secure, soothe, scent, softness and strength to Securex."
"This is the first multi-lingual song that works perfectly in English, Zulu, Tswana and Sepedi since we wrote it to accommodate these four languages," adds Joffe.
"We first had to create the concept through song and then translate into mother-tongue languages to make sure the meaning could be conveyed across several languages. It is South Africa's first branded content music video where we are seduced by the music and then surprised by the humorous conclusion," Joffe says.
Star Films director Mqondisi MQ Ngubane says the ad resonated with him and evoked nostalgia. "Love is a big thing in our community, and being able to translate this visually and metaphorically, with what is always deemed a clinical concept for a clinical brand, was a challenge."
"Yet, the script, brief and foundational concept from Creatrix showcased an ability to think out of the box and push the narrative and visual aesthetic into an interesting space," adds Ngubane.
"To top it off, the forward-thinking approach from Creatrix, our selection of the casting, the professional production team as well as a client who knows exactly what her brand is about and what was needed to take the appeal to the next level, all played a big role," Ngubane concludes.
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