Driven by the insight that today’s children see opportunity and excitement around every corner and they need the energy to help them keep up with the fast-paced 21st-century world in which they live, ‘Power to the Little People’ was conceived by the strategy and creative team at FCB Joburg.

The TVC was shot over a day and a half in Thokoza Park Soweto by Bomb Films’ Teboho Mahlatsi.

"This ad — part of a 360-degree campaign showing kids the value in Black Cat and enticing them to ask for it by name — features a group of energetic kids with unassuming talents playing cricket in the park. However, thanks to the boost of peanut power in Black Cat, two of them land up living the dream and wowing their mates with their sporting prowess," says creative director Greg Cameron.

"Parents needed to be assured that kids are getting the necessary nutrition from Black Cat Peanut Butter and that, with Black Cat in their lunchboxes, they have the energy to be the best they can be," he adds.

For more information, visit You can also follow FCB Joburg on Facebook or on Twitter.