Richelieu’s new television commercial from FCB Cape Town is an epic game of cat-and-mouse filmed across Europe. It’s the first to include all three varients in its family of products, and truly captures the brand’s rich, rewarding lifestyle with its locations and wide Mediterranean vistas.
Conceptualised by Creative Director Aaron Harris, Copywriter Brett Martindale and Art Directors Asanda Rani and Ana Rocha, the commercial was produced by Bruno Bossi and Kirsten Clarence of Carbon Films, with post-production support from Riot, Black Ginger and We Love Jam. The original soundtrack was produced by Pulse Music New York.
The brief, according to Distell’s Marketing Manager for Richelieu, Jeremy Thompson, was to create an extrinsic proposition that brought its positioning – ‘Rich. Rewarding. Richelieu’ – to life in a way that spoke to its international credentials.
“Luxurious, opulent and fast-paced – Richelieu’s new ad is all these and more, cleverly depicting the life the Richelieu consumer aspires to and has possibly even achieved,” he said.
The 60-second ad took two days to film on location. It follows a suave hero as he is led on a merry chase through a hotel by a beautiful French woman. Each door he opens, leads to new intrigue and adventure. With Richelieu close at hand, he journeys through lush interiors and meets larger-than-life characters, all enjoying a richer, more rewarding life.
Being a Richelieu man, he takes it all in his stride. And with the beautiful woman at his side, he rides into the sunset – off to pursue his next great adventure … wherever that happens to be.
Watch out for the ad on national television stations; a 100-second version of the film has been posted to YouTube:
Regional Marketing Manager: Jeremy Thompson
Creative Agency: FCB Cape Town
Business Unit Director: Maria Wilson
Executive Creative Director: Mike Barnwell
Creative Director: Aaron Harris
Copywriter: Brett Martindale
Art Director: Asanda Rani/Ana Rocha
Strategic Planner: Marthinus van Loggerenberg
TV Production: Sarah Southey
Media Planners: OMD
Production Companies: Carbon Films
Director: Bruno Bossi
Producer: Kirsten Clarence
DOP: Paul Gilpin
Editor: Gordon Midgley (Riot)
Post Production: Black Ginger
Audio: Arnold Vermaak (We Love Jam)
Music: Marc Algranti (Pulse Music NY)
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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