Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Joe Public extends iWYZE campaign
- Organic Siam Botanicals come to South Africa
- Nando’s and M&C Saatchi Abel mix it up
From dragons to ostriches
Joe Public United, in partnership with Old Mutual iWYZE and its new offering, iWYZE Life Insurance, has launched its first advertising campaign for the client, titled “Ostriching Through Life”.
https://youtu.be/1JH5v6G0-TY
The TVC, shot by Plank Film Productions, depicts a couple avoiding some of life’s awkward moments — as we all do — and is an extension of the 2016 campaign, with strategic messaging revolving around the concept of differing human reactions.
So how do you react when faced with difficult circumstances? The ads depict various reactions from the fiery dragon (car insurance) to headless chicken (household insurance), based on the premise that we all react differently in challenging, awkward and even embarrassing situations. Joe Public United has embraced the language and tone from previous ads, rooting the humour in the real world with the juxtaposition of an unexpected creature. The metaphor this time? An ostrich.
The humour in this ad plays out in an awkward way: The story takes us through a journey of embarrassing life moments and the viewer is lulled into a predictable rhythm where they see the couple ‘ostriching’ their way through life’s difficult questions. Just when you think the Mom will try to ‘ostrich’ her way out of the question “What will happen to the children when their mother/father dies?”, she is unfazed.
It is a poignant moment and it anchors the brand promise — iWYZE takes control of the one thing you simply can’t avoid while showing that ultimately ignoring uncomfortable situations in an effort to hide away from the truth isn’t necessary if you’ve made a good decision.
Says Laurent Marty, group chief strategic officer, Joe Public United, “Unpacking these consumer insights is critical to developing something that is relatable for the audience, and that speaks a human truth. We can all lose ourselves in a panic and a stressful situation.”
joepublic.co.za • Facebook • Twitter • Ramify
iwyze.co.za • Facebook • Twitter
plank.co.za • Facebook
Back to nature
Responding to increased demand for natural, organic products in the skincare market, Siam Botanicals, a premium range of skin, body, bath and spa products, is now available in South Africa.
Siam Botanicals products are used in premium hotels and resorts around the globe, including JW Marriott Phuket Resort & Spa, Amatara Destination Spa in Phuket, Soneva Jani luxury resort in the Maldives, and Keemala Spa.
Thomas van der Linde, CEO of Marx & Harris, the South African online distributor of Siam Botanicals, says: “Only natural cold-pressed oils and the nutrient-rich extracts of herbs, flowers and fruits are used in the range; they’re free from synthetic chemicals, fillers and artificial colours and fragrances and are never tested on animals.”
The use of natural ingredients is what has resulted in the demand for the products in some of the world’s top spas: “Guests are looking for products that are all natural and, more importantly, organic.”
Siam Botanicals products are handcrafted in small batches and packaged by local workers in recycled and environmentally friendly packaging.
siambotanicals.za.com • Facebook • Twitter
Making a mockery
Fast food chain Nando’s have made another social commentary ad hot on the heels of the Spur incident earlier this month.
The teaser simply says: “Whether you’re a Xoliswa van der Merwe or a Susan Dlamini, South Africans like to #MixItUp.”
Watch the ad and, just when you start squirming in your chair with awkwardness, the humour kicks in.
mcsaatchiabel.co.za• Facebook • Twitter • Ramify
Shelf Life is MarkLives.com’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
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