The film shares a narrative that aims to remind viewers that it’s often those who serve the country that are underappreciated.
Its execution showcases some of South Africa's landscapes, classrooms, nursing homes and burning buildings and ends with a monument in honour of those dedicated to serving.
"The film aims to elevate how South Africans are viewed by recognising what they do as an act of service to our country every day. Our previous work with Assupol and Bra Hugh Masekela brings this positive message to light, and we wanted to take this campaign to a new level of creativity," says Xolisa Dyeshana, chief creative officer, Joe Public United.
"It was decided that the metaphor of a monument would be recognised as a symbol that acted as the perfect vehicle to carry the important message and create the desired impact for the brand," Dyeshana adds.
"Over the last few years, our partnership with Joe Public has always been about redefining the South African perspective of the people who affect the well-being and livelihood of others," says Velmah Nzembela, Assupol head of brand and communications.
"We want the hard-working men and women of South Africa to know that we see them as ordinary people who do extraordinary things. As Assupol, we champion them," Nzembela concludes.
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