The brand says that it is known for having a passion for music, especially with Sun-EL Musician and Msaki, who created a full-length track called Shine On for the TV ad.

Anchen Myburgh, executive of marketing and sales at Lucky Star, says, "This new commercial speaks to the values of the brand and one particular aspect of what South Africans stand for positivity."

"Strategically, our approach was to position Lucky Star as the antidote to pessimism — by bringing positivity to the nation during a time where there has been a lot of negativity. The Shine On concept and the collaboration with Sun-EL Musician and Msaki demonstrates our passion for music and our belief in sharing positivity," Myburgh adds.

The ad sees a little girl called Phumi injecting positivity into the world by inspiring people towards a brighter tomorrow.

Myburgh says, "We want consumers to know that they can always count on Lucky Star through both the good and the bad times – remembering that we can always shine on."

"It's always an honour to work on such an iconic South African brand. Lucky Star has become synonymous with music and has a long history of collaborating with iconic music legends; we all remember the collaboration with Brenda Fassie and the 'Ing'shaya Ngaphakathi' campaign," adds Brendan Hoffmann, executive creative director, Joe Public Cape Town.

Hoffmann concludes, "Continuing this legacy was part of the challenge and a big reason why we were so excited to work with rising stars, Sun-El Musician and Msaki. We are so pleased to see the legacy continue."

Joe Public Cape Town is a division of Joe Public United, which launched in 2020 as an opportunity to expand on the group's purpose of transformation and growth — of its people, clients and country.

The TV ad went live on Wednesday, 15 June. Individuals can watch the ad here.

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