Tapping into the insight that, no matter the situation, there is probably a song that expresses your feelings better than you would, FCB Cape Town developed this television commercial for Musica.
South Africa’s leading chain offering a world of entertainment with the latest in movies, music, games, and accessories, Musica tasked the agency with creating an ad that would break through the loud, and often brash, clutter normally associated with retail advertising.
According to executive creative director, Mike Barnwell, the best way to do this was to do the complete opposite.
“Highlighting the consumer take-out ‘When words fail, music speaks’, the self-conscious editing style and low-tech special effects are all meant to heighten the sense of awkwardness one feels in certain situations,” he said.
Creative agency: FCB Cape Town
Executive Creative Director: Mike Barnwell
Creative director: Andrew Pearson
Copywriter: Jason Wiltshire
Art Director: Ana Rocha
Senior Account Director: Robyn Gibson
Production house: Bioscope Pictures
Director: Hylton Tannenbaum
Producer: Dan Kaplan
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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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.