Bonitas dives through clutter with FCB Joburg

Posted: July 16, 2015

Bonitas, the open medical aid with the highest claims pay-out in South Africa, is ‘diving’ straight through the clutter on the country’s television screens with a commercial from FCB Joburg to remind viewers of its focus – no frills, just great medical aid.

It grabs viewer attention because it opens with a shot of an athletic young man under water staring up at the surface … before it is revealed, using ‘rewind technique’, that he is a high diver who seconds before had sprung from a board, somersaulted and dove head first into the water.

“The creative challenge for the agency was to demonstrate the focus Bonitas brings to its core business, as well as create something really distinctive that would stand out and work hard on TV,” said FCB Joburg’s Executive Creative Director Jonathan Deeb.

The execution conceived by his team of Creative Director Gareth Paul, Art Director Natalie Elsener and Copywriter Este De Beer off a strategy by Ryan Parkhurst and Ryan Hausberger does just that.

“By using an exceptionally demanding sport requiring exact planning and timing, and comparing that – and the intense focus top divers have – to Bonitas’ philosophy, this ad talks to viewers in a no-nonsense yet powerful way,” said Deeb.

“And, of course, there’s the added impact of moving out of a dark, brooding and rather uncertain space to one of sunlight. In reverse. It’s almost impossible to look away, or misunderstand the message we’re conveying.”

The 30-second TVC was shot on location in Sea Point, Cape Town, in just one day. It was edited by Paul West and post-production was handled by Academy, Ministry of Illusion, Bladeworks and HeyPapaLegend.



Client: Bonitas Medical Fund
Executive: Marketing, Branding & Communications: Marianne Fraser
Creative agency: FCB Joburg
Key Account Management/Deputy Managing Director: Romaine Mackenzie
Executive Creative Director: Jonathan Deeb
Creative Director: Gareth Paul
Copywriter: Este De Beer
Art Director: Natalie Elsener
Strategic Planners: Ryan Parkhurst, Ryan Hausberger
TV Production: Vanessa Borthwick
Media Planners: Ronel Pote, Tahnee Cokayne, The Media Shop
Editor: Paul West
Post-production: Academy, Ministry of Illusion, Bladeworks, HeyPapaLegend