In Castle Lite's newest 'Lite'n up' campaign, we see the renowned Derek Watts cutting it loose with a cold one and a hip hop dance performance to Usher's
Yeah.
Now, any South African has to admit:
We didn't see this one coming. Although Derek's role on the famous actuality programme
Carte Blanche has always taught us to expect the unexpected, not one of us thought we would see Derek Watts breaking it down on the dance floor.
So what exactly swayed Derek to sway
his hips for this commercial?
media update's Lara Smit discovers the answer while delving into the importance of keeping things 'lite' with Watts right here:If you haven't seen the notorious 'Lite'n up' ad, here's the link:
1. Why did you choose to be a part of the Castle Lite campaign?
All of our team — Claire, Masa, Macfarlane and myself — are called upon to present adverts. But M-Net and
Carte Blanche are rightfully concerned about protecting our brand and have to approve every application.
What I think "sold" it was the concept dreamed up by Ogilvy Cape Town and director Anton Visser, which embraced the serious side of our programme and the way that we are seen by the public — with just a touch of exaggeration!
2. How do you think your reputation plays a role in which brands you choose to partner with?I think it's more a question of aligning with my personality (or lack of it!). While I am absolutely serious on
Carte Blanche stories, the strangers I meet are sometimes surprised to see my lighter side. It’s about not taking your work home with you. To quote the late prima ballerina Dame Margot Fonteyn:
The one important thing I have learned over the years is the difference between taking one's work seriously and taking one's self seriously. The first is imperative and the second is disastrous.
3. What is the key message you would like South African audiences to take out of this advert?So let's not pretend that all is good in the South African hood. Amid a few attempts at bringing the corrupt to book, the monster challenges of continued misuse of government funds, unemployment, crime and Gender Based Violence — and so many other hurdles — remain.
But I have a simple rule: You are welcome to discuss the reality of the situation at social gatherings, but if it's just a case of seeing doom and gloom without any solutions or ideas — I'm out of there.
What do we do as a family? Probably not enough. But I know my wife and daughter are
continuously involved in building hospital wards and classrooms, along with providing for creches and homes for seniors in Soweto and other townships.
To go back to the question — I think it's fine to "Lite'n up" after hours!
4. Why do you think it’s important for brands to produce light-hearted marketing content alongside their more serious content?I’m not sure the advertisement industry is there to lift our spirits. So, it’s a marketing choice … but I think adverts with a touch of humour are certainly more memorable.
5. As an individual who is commonly perceived to have a serious demeanour, how do you keep things ‘lite’?You would have to ask my family and friends for that one!
I'm not sure that I do always keep things 'lite'. But a love for playing sport (mainly being part of the new Padel brigade along with some dodgy golf) and watching rugby, Formula One, Moto GP, golf et al on Supersport is a good start — and finished with a cold Castle Lite!
How do you keep things ‘lite’? Let us know in the comments section below.
Want to discover how other South African brands are livening up the advertising scene with some satire? Then be sure to read our piece, SA satire and why it's so successful in the selling game.
*Image courtesy of Canva