The spot for Castle Lite, in which de Sa Garces and the team collaborated with Ogilvy Cape Town, is based on the 'loop' idea — a circular narrative arc in which the audience travels through improbable scenarios and land up full circle.
In this case, the ad starts in a luxury penthouse in the Cape Town CBD, then travels to an icy Inuit village and finishes where it started. The 'loop' is facilitated by a nifty dance move that adds to the comical aspect alongside the Sugar Hill Gang's Rapper's Delight
as the soundtrack.
While many associate South America with sun and siesta as opposed to snow, it is one of the only places worldwide where one can find snow in September. De Sa Garces and his team travelled to the Andes to film the snowy Inuit village scenes.
From there, de Sa Garces and producer Lisa Gardner went to Gordon's Bay in Cape Town to film TBWA's MTN Summer spot. Conceptualised by Nikki Garrett and Jeffrey Tyser under ECD Keith Manning, the tongue-in-cheek execution follows the 'Boss Zonke', who is hip-hop icon Ricky Rick himself.
The personality is seen "strutting his stuff" on the beachfront. Making his way to the beach, he is under the impression that he is receiving admiring looks, smiles and recognition.
Viewers then find out that he is just a "regular guy" and the looks that he has been receiving are probably "more in confusion and mirth than of admiration". The TVC then sends out the message that it's 'okay' because he is 'Boss Zonke' in his own mind, due to that "winning feeling" MTN gives him.
The TVC can be viewed here
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