The TVC was directed by Zwelethu Radebe from Egg Films aims to draw a lens on family drama with local flair. It aims to make the audience feel both unsettled by the chaos and subsequently the complete relief of the blissful solitude inside the VW Tiguan.
Ogilvy says that, by creating the tonal shift and pushing the performances of the characters, the viewer is taken on an emotional rollercoaster, with the TVC ending off with a feel-good sentiment.
Alex Goldberg, creative director at Ogilvy Cape Town, says, "We wanted to tell a story that had heart, humour and that beautiful human truth."
According to Ogilvy, to truly express the chaos of a large family gathering for the TVC, a big cast was needed, which posed a tough challenge. This is because of strict Covid-19 protocol to ensure the safety of the cast and crew. The TVC was shot in Johannesburg, while the agency viewed it remotely through the Cape Town office.
Goldberg says, "Creatively, we wanted to make this film a true reflection of a black South African family gathering but still appealed to a broader audience. From the cast and wardrobe, to language and the mannerisms and props. Together with an exceptional director, we created Volkswagen's first commercial in isiZulu."
Meredith Kelly, head of marketing at Volkswagen South Africa, says, "Families are full of drama, but recent times have made us truly appreciate all the messy things that ultimately make a family, family. Thanks to the new Tiguan from Volkswagen, 'Family has never looked this good'."
"The TVC has all the ingredients of a Volkswagen ad. As the 'People's Car', Volkswagen always strives to bring people together. From our products to our communication, every piece needs to help drive South Africa forward," Kelly concludes.
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