The Cadbury Mom’s Birthday TVC aims to tap into the truth that moms always have a lot going on — work, dinner, family life, their children's homework. It tells the story of a girl doing what she can to make her mom feel special on her birthday.

"Whether it’s in 60 seconds or 180 minutes, a story is everything," says Radebe. "In addition, my dad owned a filling station and convenience store in Soweto while I was growing up, so Mom’s Birthday lands in a particularly nostalgic place for me."


According to Egg Films, the ad is an adaptation of a British commercial but feels distinctly South African. Working alongside Egg Films producer Saskia Rosenberg Haak, Ogilvy creatives Terry McKenna, Sue Jenner, Hazel Davies and DOP Fabian Vettiger, Radebe has aimed to deliver authentic textures, effortless visual aesthetic and a complimentary ensemble cast.

"Zwelethu’s filmmaking is defined by empathy for his characters and a genuine interest in what they experience, so naturally a lot of the really important work happens during casting," adds Haak. "In this piece, we enjoy three beautifully juxtaposed characters for a brief moment. Enormous in their subtlety — the performances are understated and nuanced."

For more information, visit www.eggfilms.tv. You can also follow Egg Films on Facebook, Twitter or on Instagram.