FoxP2 creates 'Trust Is Earned' ad for Coronation

Coming out of the worst economic crisis since the Great Depression, trust in financial institutions is at an all time low, with investors not sure where to turn, and yet Coronation has continued to enhance their reputation with their investors, building on their outstanding track record.

“For the past seventeen years Coronation Fund Managers have worked hard to earn their clients’ trust, which has been supported by the strength of their long-term investment track record,” says FoxP2 Creative Director, Andrew Whitehouse.

“We felt the thought that trust can only be earned was an extremely relevant one and when the team found the true-life story of Christian the Lion, we knew we had something special to work with,” continues Whitehouse.

Conceptualised by FoxP2 Art Director, Ryan Barkhuizen and Copywriter, Mimi Cooper, the ad was shot by award winning director Mike Middleton and features an original musical score by Theo Crous, the acclaimed local music producer and lead guitarist of The Springbok Nude Girls.

FoxP2 Creative Director Justin Gomes says that Mike Middleton has done a great job recreating the story of Christian the Lion with an authenticity befitting of the Coronation brand. “His attention to detail of the time bordered on the obsessive, while Theo Crous’ love of The Who and early Stones made him an obvious choice for the sixties genre soundtrack,” he adds. “Full credit goes to Jump Productions who organised a smooth operation – no actors were eaten during the making of the commercial, which is always a good thing!”

FoxP2 Managing Director, Charl Thom adds, "Coronation joined the FoxP2 laboratory four years ago when we had only been around for a year. It's great to see that the trust they put in us back then has helped the brand go from strength to strength."

While filming the commercial, the welfare of the lions was monitored by veterinarian Hamish Currie, a director of NGO, Back to Africa. Coronation is a proud sponsor of Back to Africa whose projects include returning animals from zoos worldwide to their natural habitat in Africa. Visit www.backtoafrica.co.za <http://www.backtoafrica.co.za> for more information.