Conceptualised by Singh&Sons and directed by Mfundo Mkize (Ola Films), the TVC aims to challenge the conventional role of wine by encouraging a new generation of wine drinkers to connect with each other.
According to 4th
Street Wines, the idea of the TVC is to portray the life of a man who has no plans but, through a series of unplanned connections, he and his newfound friends end up having an incredible night out, socialising and meeting new people along the way.
The TVC is shot in reverse, so it starts off by showing a group of friends. It then shows how the evening progressed, adding new experiences, locations and friends. By the end of the commercial, it shows an invitation over a bottle of 4th
Dè-Mari Shaw, 4th
Street Wines brand strategy manager, says, "With the new TVC, we hope to connect to our youthful, upbeat and urban consumer even further."
"We’ve attempted to showcase a 4th
Street world that is relevant to a new generation of wine drinkers, who aspire to the sophistication of wine without its daunting complexity and who prioritise friends and fun. When we connect with each other, we have more confidence, more fun and we find the opportunity to create and share new experiences," adds Shaw.
The TVC was shot in various locations in downtown Johannesburg. Ola Films worked closely with award-winning film score composer, Zethu Mashika to create the soundtrack.
"Shooting the ad in reverse required precise planning and clear storytelling. Ola Films made sure that what could have been a purely technical exercise was an interesting, entertaining and understandable commercial," says Roger Paulse, executive creative director at Singh&Sons.
"In the end, it was the connection between client, agency and production house that led to a TV commercial that we’re all proud of," concludes Paulse.
Audiences can look out for the TVC on DSTV’s Mzansi Magic from Monday, 9 July.
For more information, visit www.4thstreet.co.za
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