South African company Sasol celebrates its shirt sponsorship of the Springboks team in the Rugby World Cup with a visual effects laden TV ad featuring the players as super heroes. The television advertisement, launched when the rugby world cup squad was named in July, shows 15 men united by a nation’s dreams, the strength of millions. The men in green are trained to never give up, never give in, to be more than just men. The spot finishes with the team leaping across landscape on all fours, leaping into the air. The final super: “What if 15 had the power of a nation?”
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Bronwyn Watt, Sasol group brand manager, said: “As a patriotically South African company, we want all South Africans to stand behind the Springboks. Working closely with our agency and SA Rugby, we have produced an ad that combines the spirit of the Springboks with the patriotism of our nation. It aligns perfectly with our brand positioning of being innovative and adventurous.”
Tom Cullinan, creative director for The Jupiter Drawing Room in Johannesburg, said: “We have created an epic advertisement that first and foremost will engage audiences and get them behind the Springboks while making them feel connected to Sasol as the team sponsor. It is great to work with a client that gives you the creative freedom to explore ‘new frontiers’ and produce an ad that not only clearly sends a message to all supporters, but also changes the way ads tell a story. In collaboration with of one of South Africa’s leading film directors, Keith Rose, we have created a piece of communication that we believe will make South Africans stand-up for this incredible team.”
Mzamo Xala, Springbok brand manager says, “Igniting passion and support for the Springboks through highly inspirational advertising is vital to drive the nation to back the green and gold at the Rugby World Cup. Working with Sasol and the creative team has been an exciting journey for the marketing team”.
The Sasol Springboks advertising campaign was developed at The Jupiter Drawing Room, Johannesburg, by Dana Cohen, Alexis Kirsten, James Cloete and Tom Cullinan. The ad was inspired by the move 300 in which a small army of Spartans resists the invading Persians.
Filming was directed by Keith Rose via Velocity Films, with producer Karen Kloppers. The commercial was shot over four days in an industrial area outside of Cape Town. Rose and Kloppers coordinated five massive cranes, a large team of professional stuntmen, twenty prosthetic suits, thousands of metres of blue screen material, a few truck loads of lighting and camera equipment and hundreds of crew and cast.
The arduous job of cutting out each player, limb for limb, was left to a team of 5 Roto Artists at The Refinery. It took four weeks in Combustion to complete this essential part of the commercial, which allowed compositors, Iwan Swartz and Christian Van Der Walt immense control in the final online edit.
Music soundtrack was produced by Audio Militia.