The Santam “One-of-a-Kind” video is Awesome!!
The ad which was shot on location in Slovenia, was uploaded on 01 March 2015 already has over 40 000 views on Youtube.
In the “one-of-a-kind” ad, the world discusses South Africa’s high-flying freak flag in this new TV commercial by King James for insurance company Santam. In it, foreigners from Russia, the UK, the Netherlands and Japan who have visited South Africa regale their friends with anecdotes about the backwards and bizarre experiences like load shedding or baboon visits that are regular occurrences for locals – and that you possibly need insurance for! While the ad mentions some very real and often serious issues, it’s at once a celebration of the crazy place we live in.
Baboons that break into your house, Loadshedding, Hippo Crossing warning signs, beautiful homes with high fences, Chop & Dop, Bakuzzis (!) and mini-taxis packed with 16 people, we really are a “one-of-a-kind” nation. These are just a handful of things that make South Africa unique.
The new campaign’s positioning is driven by the brand’s philosophy that all insurance is not created equal and is brought home with the tag line, “a one-of-a-kind country needs one-of-a-kind insurance.” Santam said, “There are things that only happen in South Africa. Some weird, some wonderful and some that need insurance that understands the lay of the land. As South Africans, we’ve become so used to them, that we don’t even give it a second thought. But the same can’t be said for foreigners.”
According to Executive Creative Director on the “one-of-a-kind” ad, Devin Kennedy, “The ad was shot on location in Slovenia. We wanted the ad to feel real and authentic and not like it was shot in front of a green screen or cheated. We looked at how feature films often handle their dialogue. There’s a looseness and style of editing that we liked and that we wanted to adopt to give the ad a fresh cinematic look and feel. We wanted viewers to feel that they’re eavesdropping on a conversation as opposed to watching an ad.”
Agency: King James Group
Chief Creative Officer: Alistair King
Executive Creative Director: Devin Kennedy
Art Director/Head of Art: Damian Bonse
Copywriter: Devin Kennedy
Strategist: Nicky Rush
Agency Producer: Caz Friedman
Client service: Amanda Stergianos
Director: Kim Geldenhuys
Editing: Ricky Boyd (Deliverance)
Sound: Dave Harris (Freq’ncy)
Post: Black Ginger
Responses to the “one-of-a-kind” Ad
The “one-of-a-kind ad” has received some patriotic responses from fellow South Africans on Youtube. Here are some of them:
Morne Van der Berg
“I must say, this made me laugh the first time. But if there’s one thing South Africans (at least many that I know personally) can do, is poke fun even in the most dire of circumstances.”
“Watching this ad makes you proud to be South African. Its funny, creative, and uplifting. Great ad!”
The King James ad agency has also received glowing compliments:
“Fantastically relevant ad! Well done Santam.”
“love it, one of a kind !!!!!!”
Please let us what you think of the ad in the comments section below.