The latest TV commercial produced by Y&R South Africa for Sunshine D aims to own the moments and rituals where delicious, tasty South African food and Sunshine D meet. The ad was shot by Petar Spiljevic at Velocity films.
According to Ismaeel Chetty, Y&R Art Director, “The humor behind the ad lies in the abrupt transition from the tone set by a musical score and narrator, to the woman’s excited reaction as she takes a bite of her freshly baked bun, spread thick with Sunshine D.”
Graham Lang, Y&R CCO commented, “What I love about the insight is that most players in this category are going on about your health, and looking after your heart and generally using scare tactics to get you to buy their product. What we are saying with Sunshine D is really simple and plays to the truth about spreads.”
Lindsay Leppan, Y&R Durban’s managing director commented, “This brief presented us with an opportunity to own a brand promise to make it relevant enough to be considered over competitors. The overwhelmingly generic category is a highly cluttered space. Where this campaign resists the usual, is that we looked at the reason people eat margarine in the first place. It’s not hinged on the taste of the spread, but is about the flavor that the margarine brings to the food we cook with, bake with or eat as a spread.”
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Y&R South Africa is a community of creative minds who come to work to constantly challenge and reinvent; to find better and more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. In a phrase, we come to work to help our clients’ brands Resist the Usual. To be clear, this is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of all successful brand building. Our community use the power of insights, ideas and impact to deliver work that is impossible to ignore.This is what binds us together. This is what fires us up in the morning. This is who we are.