The advert seeks to demonstrate the universal insight that underscores Old Mutual's brand essence, which is that while times may change, what matters never will. The advert conveys this message through a story of a father's hopes and dreams while raising a son and one day seeing his son realising his own dreams and having hopes for the next generation.
The advert suggests that stepping into your father's shoes is not just about growing up but also about carrying forward the legacy. According to Old Mutual, the commercial required innovation and creativity as it was shot during the Level 4 COVID-19 national lockdown.
"This ad is an honest effort to communicate our key brand characteristics in an authentic and engaging manner," says Thobile Tshabalala, head of brand at Old Mutual. "Since the inception of our brand, our goal has been to create mutual value by delivering exceptional advice and financial solutions to customers to enable them to be their exceptional best."
The advert was shot in May and had to overcome several challenges posed by the enforced lockdown. The commercial was shot at the Cape Town Film Studios in its 'Vilakazi Street' backlot, which has been previously used to shoot the Idris Elba starrer
Long Walk to Freedom.
The location was initially booked for a video-on-demand show but became available as the streaming service's cast and crew were unable to travel due to airlines being grounded.
The ad is the first to be shot at the studios and among the first big productions in Cape Town since shooting restrictions were lifted in Level 4. Conceptualised by Publics Groupe Africa, the advert was directed by Ian Gabriel.
"The story says something very important to all of us living through these unprecedented times. If the ad makes someone pause and think for a moment on what matters most to them and they can plan today to protect and nurture that, it would have done its job," concludes Tshabalala.
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