Prudential South Africa has launched “The Fishermen”, a television commercial set in a fishing village in Madagascar. The boy and his grandfather fished. That was their life. They belonged more to the ocean than the land. But one season the fishing was lean. The other fisherman eventually gave up. The boy asked his grandfather why they kept going out to sea if there were no fish. The grandfather didn’t reply. He just kept doing what he always did – fishing. And when at last they pulled in their net, heavy with fish, it was the boy, not the grandfather, who felt the full weight of the catch. And that night by the fire, the boy looked up and marvelled not at the stars, but at the power of consistency – doing the right things right, day after day, month after month, no matter what the conditions. Because consistency is the only currency that matters. The commercial is linked to the web site, www.consistency.co.za
RAM Trucks is running “Courage Is Already Inside”, an inspirational commercial for RAM Trucks, designed to explore the intense and beautiful struggles related to facing fears and achieving personal triumphs. Women are shown preparing to surf a huge wave, climb a mountain, take the stage, perform in a ballet and so on. Film editor Nick Lofting talks about the thinking behind his work: “We all agreed that we didn’t want the audience to know exactly where the narrative was going, so the edit was deliberately ambiguous and slightly off-kilter. This added tension and a little roughness to the exquisitely beautiful footage.” Have you ever thought you just didn’t have anything left in the tank? Well — you do. #GutsGloryRam
UNICEF Sweden is running “The Sound of Death”, an advertising campaign featuring the Grim Reaper, to raise funds for water purification programs. The Grim Reaper, played by actor Sean Buckley, dances over the hills channeling Julie Andrews, singing about his absolute favorite things above all, the water borne diseases that kill 1 000 children everyday. “My favourite things” includes Cholera, E. Coli and Leptospirosis, diseases that cause more deaths than all armed conflicts combined. Viewers are encouraged to visit the site unicef.se/vatten. A 100 sek donation is used by UNICEF to purchase enough water purification tablets to purify over 1000 litres of water, killing deadly micro-organisms and preventing cholera, typhoid, dysentery and other water borne diseases.
Victoria Bitter, Legacy and RSL in Australia have teamed up again to commemorate the Gallipoli Centenary with Raise A Glass, online at raiseaglass.com.au. This year the campaign marks the ANZAC Day Raise A Glass with the story of Australia’s 16th Battalion and their harrowing charge at Bloody Angle. “Most men tremble when faced with death. The 16th Battalion AIF sang a song. It was just one of many heroic acts exhibited by those at Gallipoli 100 Years ago. Which is one reason why, at Victoria Bitter, we’re proud to be among Australia’s biggest contributors to veteran welfare, having donated nearly $7 million to RSL and Legacy since the appeal began in 2009.”
British wine brand Barefoot Wine has created a sand art installation on Morecambe Bay building awareness of a push to keep the UK’s beaches barefoot friendly. The sand art, photographed via drone camera technology, is connected with the eighth annual Barefoot Wine Beach Rescue Project which encourages people to take their part in cleaning local beaches.