Harold, the witty and slightly irreverent ‘voice’ of NetFlorist, will return to the small screen in a series of new commercials for the country’s leading flower and gifting service.
Devised by FCB Joburg, the campaign positions Harold as the ‘Gifting Guru’ to adroitly expose viewers to NetFlorist’s wide range of gifts and florals, which are suitable for corporate as well as personal gifting.
Well known on the radio and social media for his camp style and below-the-belt-but-never-slutty sense of humour, Harold’s big move onto the small screen won’t satisfy all his fans, though, because clever character acting and smart photography means that his face remains hidden.
FCB Joburg executive creative director, Jonathan Deeb, explains: “NetFlorist is traditionally a radio advertiser, and here its quirky ambassador, Harold, has been entertaining listeners for a number of years.
“After Harold’s successful debut on television with a Mother’s Day ad, we were briefed to increase the medium’s share of NetFlorist’s marketing bouquet and create a campaign that would extend his appeal into that medium without – for a number of solid business and marketing reasons – giving him a face.
“Taking Harold to the small screen in a major way while still meeting NetFlorist’s anonymity requirement was a hurdle we had to overcome, but I think you’ll agree, Harold has helped us clear it with typical aplomb.”
There are five different executions in the campaign, each highlighting NetFlorist’s wide range while still identifying unique gifts for every occasion, and allowing Harold to dispense with the tongue-in-cheek advice he has amused radio listeners with over the years.
Have a look at the ads here:
http://youtu.be/99uo-PfHtxo (sizable range)
http://youtu.be/2FKnlklDfvE (Valentine’s Day)
This is also the first campaign from FCB Joburg for which its creative director, Gareth Paul, has worn two hats. In addition to his creative director responsibilities, he directed all five ads.
“It’s a real honour to be the director who takes NetFlorist and its quirky ambassador to the small screen big time,” said Paul.
“Harold’s built up quite a following on radio; so much so, that he’s been invited as a studio guest on a number of radio programmes. As NetFlorist’s marketing strategy requires that his identity remains a secret, of course we’ve had to turn those opportunities down.
“While we don’t get to see Harold in ‘the flesh’, I don’t think his fans will be disappointed. The witty commentary is there, the performance acting is there, the face is there. Before long, I think dinner table talk will include a few minutes determining just which of the executions is the most entertaining. And, hopefully, there’ll be a NetFlorist gift on its way to the host or hostess the next day!”
Client: Netflorist (Jonathan Hackner, Ryan Bacher, Thalissa Theeruth)
Creative agency: FCB Joburg
Executive Business Director: Mike Di Terlizzi
Senior Account Director: Wendy Pringle
Account Manager: Nicole Combrinck
Executive Creative Office: Jonathan Deeb
Creative Director & Director: Gareth Paul
Copywriter: Este De Beer, Lee Goodall
Art director: Murray Sparg, Natalie Elsener
Strategic planner: Ashleigh Albertyn
Radio production: Evelyn Bonase
TV production: Barbara Clarke
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.