New ‘Mugs’ Promotion From Wimpy Helps South Africans Enjoy The Breakfast Moment

Posted: August 13, 2014

Wimpy, since 1967 synonymous in South Africa with great value dining, is communicating its annual Mug Collectors promotion via a new campaign from FCB Joburg inspired by this year’s mug artwork.

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The team of executive creative director Jonathan Deeb, creative director Grant Sithole, copywriter Francois Delport and art director Ross Makepeace conceptualised a 30 second animated television commercial featuring the line-drawn character who appears in different guises on the six mugs making up the latest collection.

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It opens with the animated figure enjoying a walk. Along the way, he encounters obstacles and distractions, much as we do in our everyday life. However, he manages to overcome these with ease, without breaking his stride and without losing his positive outlook on life. It’s obvious it’s a Wimpy Moment that makes him feel that way, and this is emphasised when the now familiar Wimpy voice-over artist concludes his narration with: ‘Hoooookay, it’s that Wimpy’.

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View the ad here:

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FCB Joburg deputy managing director, Romaine Mackenzie, said that the ad supports Wimpy’s current positioning ‘enjoy every moment’; in this ad that moment is the reward of a collectable mug and a great Wimpy breakfast.

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The ad and radio spots in a similar style run for July. Wicked Pixels and Hungry Films were responsible for the animation and food shots respectively, and the jingle created by TigerFight.


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Client: Famous Brands
Brand: Wimpy
Marketing executive: Charmaine Ellis
Creative agency: FCB Joburg
Key account management: Romaine Mackenzie, Reagen Kok, Mosa Mosalakae, Musa Phanga
Executive creative director: Jonathan Deeb
Copywriter: Francois Delport
Art director: Ross Makepeace
Strategic planner: Zetu Damane
TV production: Vanessa Borthwick
Media planners: The Mediashop
Production companies: Wicked Pixels and Hungry Films
Director: Wicked Pixels
Editor: Wicked Pixels
Post-production: Tessa Ford