Good Hope FM’s new brand ad, shot by Slim from Egg Films, comes with one, unmistakable message: if you don’t have Good Hope FM, you have no hope.
The deliciously tongue-in-cheek spot makes a great meal of a simple truth: Capetonians live in one of South Africa’s greatest cities; and boy do they know it.
It is exactly this wry humour that attracted Slim to the job in the first place: “I really digged the exaggeration and comedy; it gave us a chance to completely take the mickey out of ourselves as both Capetonians and non-Capetonians,” says Slim, ironically a non-Capetonian himself.
Letting the comedy speak for itself, Slim purposely chose to avoid too many tricksy morphs and let editor Ricky Boyd work his magic, allowing the cut to reveal the change from cool Cape-Town-land to uncool-place-of-no-return, after our guy mistakenly strays beyond the signal of Good Hope.
The concept, dreamed up by 140BBDO creatives Ivan, Alexis, Gareth and Alex, proves that those wine-guzzling rascals can laugh at themselves after all. We didn't actually get to interview any of them but we'd imagine that if we did, they'd say something like, "It's, like, the truth. And if you don't, like, find it funny, you're probs from, like, Jo'burg. Eeuw."
Credits:
Creative Ad Agency: 140BBDO
Title: Beyond The Fence
Client: SABC / Good Hope FM
City: Cape Town, South Africa
Agency producer: Sarah Southey / Jo Weiss / Megan Sturgess
Executive creative director: Ivan Johnson
Creative director: Alexis Beckett
Copywriter: Alex Goldberg
Art director: Gareth Cohen
Production company: Egg Johannesburg
Director: Slim
Director of photography: Willie Nel
Production co-producer: Nicci Cox
Executive producer: Colin Howard / Nicci Cox
Post production: Deliverance
Editing: Deliverance
Editor: Ricky Boyd
Audio: Milestone Studios