The ad aims to show that this man defies the rules of a film set and takes control, changing his environment — and thus the script — to showcase and bring his personality and objectives to life.
Sometimes challenging the current situation is liberating and leads to refreshing the rules, says the team behind the ad.
According to the team, living in a digital era has evolved the recipe for success. It empowers young adults to create opportunities that were non-existing previously.
"To launch the new proposition 'Refresh the Rules', we needed to think of an ad that conveyed this sentiment simply and in the most entertaining way," says Marcus Moshapalo, creative director of Grey Advertising Africa.
"After a few rounds of thoughts and ideas, we landed on something that, in hindsight, feels almost effortless: A script — or the idea of flipping it, literally, instead. 'Flipping the script' is a term that has become synonymous with doing unexpected things or challenging the status quo. That is precisely what our protagonist does when he is confronted by a prescriptive world holding him back from being himself," concludes Moshapalo.
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