This was the second campaign with the client after having done the first the previous year to much success. This time around, they wanted us to showcase their extensive footprint across South Africa whilst highlighting the acquisition of two branded fuel tankers.
We pitched various approaches to the company director, who preferred a simple, straight-forward tale of their new fuel tanker traversing the most beautiful landscapes of South Africa to deliver fuel to both big and small customers alike. The aspect that would set this approach apart from similar ads in the market would be the commercial track, which needed to be as big or bigger even than the power of the visuals, thereby enhancing the ad’s ability to remain in people’s minds long enough after they had watched it.
Agency - Strategy & Creative
Production House - Production & Delivery
Peter van Jaarsveld