According to the brand, the ad aims to tap into everyday situations and to appeal to ordinary people, showing that the brand is not just for avid hikers and runners.
People connect with ads that make them feel something and subtle, clever humour is known to be one of the surest ways to cause an emotive response, adds the brand.
Schalk Bezuidenhout is an award-winning comedian. He has become one of South Africa's most sought-after comedians. He is also known for playing the role of Johan Niemand in the acclaimed film
Kanarie. Bezuidenhout uses humour to highlight strange societal views and customs.
"We were determined to create a campaign that would inject a dose of light-heartedness into our lives today, and Bezuidenhout's work resonated with us instantly. His ability to bring smiles and laughter to South Africans is remarkable, and we believe we all need a little bit of that right now," says Andrea De Beer, head of marketing from Hi-Tec.
"By partnering with Schalk Bezuidenhout, we are not only promoting our shared South African heritage but also spreading the joy and optimism that define our brand," adds De Beer.
Hi-Tec SA concludes, "With the challenge of eternal load shedding, fuel and inflation hikes, water restrictions — has had many South Africans down and out. We hope that unlocking this lite side for all to see would inspire the rest of Mzansi to find their sense of humour and enjoy the moment again too."
According to the brand, the creative concept and production of the ad were by Freckle Agency and the strategy by Hoola Modern Agency. The ad was shot in Gauteng, Pretoria at Rosemary Hill. The ad flighted on DSTV on Sunday, 16 July.
For more information, visit
www.hi-tec.co.za. You can also follow Hi-Tec SA on
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