Egg Films’ Jason Fialkov directed First Kiss, a heartbreaking love story for the Western Cape Government. The spot was recently featured in leading international trade magazine Shots. If you haven’t seen it yet, stop reading and press play before we spoil the twist in the tale.
First Kiss tells the story of a young couple at a party, who spend their night trying to kiss but keep being interrupted. The final interruption turns a straightforward love story into a shocking road safety ad.
The Safely Home campaign by Y&R Cape Town has sparked heated discussions across traditional media and social networks about both the importance of wearing your seatbelt and the power of shock advertising.
Y&R created a locally-relevant story inspired by an Irish strategy, which was credited as having brought about a 100% increase in backseat seatbelt wearing and 50% increase in front-seat wearing rates in Ireland and Northern Ireland.
The spot was shot in studio and on location in Woodstock and the Bo-Kaap. For the final crash scene, Jason worked closely with DOP Willie Nel, stunt coordinator Gideon van Schoor, and the post-production combination of Upstairs Ludus and Wicked Pixels, with Gravitron’s Kobus Verhoef building a gimbal rig to tip the car 90 degrees in both directions to keep the cast’s movements realistic and capture the sense of loss of gravity.
What people are saying:
“Does more than poke at a nerve. It rips out the insulating cable and leaves you uncomfortable, distraught, and even sad. But I can’t stop thinking about it…” Suhana Gordhan, Business Day
“This road safety ad will definitely get you to buckle up.” Jacaranda FM
— graham lang (@langgraham) March 29, 2016
— elisma roets (@elismaroets) March 24, 2016
The first kiss ad. . . Graphic but on point, such a wake up call for South Africans.
— _aLondy? (@Londyheavens) March 25, 2016
— MINTIRHO YA VULAVULA (@KhetaniN) March 23, 2016
“Caught this advert at the cinema last week. It REALLY clobbered me.” Khanyo O. Mjamba on Facebook
“Well done. I love this ad and I love the message it sends out to our young folks. I lost a friend when I was about the age of the kids in this add. He was not wearing a seatbelt. I would rather remember the impact an add like this had on me than the impact of losing a friend in such a tragic way. Buckle peeps; it saves lives!!!” Zaakiyah Baker on Facebook
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cape town, 8001, south africa
tel: +27 (0)21 426 0728
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rosebank, 2196, south africa
tel: +27 (0)861 eggfilms / 344 3456 (sa callers)
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ABOUT EGG FILMS
Egg Films started in 1998 as a two man operation based in Cape Town. Through a philosophy of creating innovative and conceptually-driven work, the South African production company built a reputation for producing award-winning commercials.
Egg rapidly established itself as a leading production company in South Africa, picking up a slew of local and international accolades along the way. Egg is a regular inclusion in the Gunn Report’s ‘Most Awarded Production Companies of the World’ feature.
With offices in Johannesburg and Cape Town, Egg represents a strong roster of local and foreign-based directors. Egg has expanded beyond advertising, exploring documentaries and music videos, as well as developing feature films.
Today, Egg has cemented a reputation for outstanding work, with a hands-on service department that extends Egg’s core principles of innovative, creative work to a wide range of visiting international production companies, shooting in Southern Africa and the Indian Ocean Islands.
:: Winning South Africa’s first ever Grand LIA at the London International Awards 2010 for Topsy Selinah
:: Three inclusions in the annual Gunn Report’s ‘Most Awarded Production Companies of the World’ feature
:: Gold Lion at Cannes
:: Gold Andy Award
:: Gold, Silver and three Bronzes at the Clio Awards
:: Two Golds at the New York Festival
:: Six Grand Prixs, 37 Gold and many Silver and Bronzes at the south african Loerie Awards
:: Being the most awarded production company at the Loerie Awards in South Africa for 2013
:: Winning Creative Circle Ad of the Year 2013
If you’re feeling nostalgic, check out our favorite work from the Noughties here.