First aired after the Rugby Championship decider between the Springboks and Argentina in Mbombela, the commercial features Engen's rugby heroes in a playful and unexpected scenario.

The "Marketing Director of Engen" asks the foursome if they have any "champion ideas" to elevate Engen to even greater heights, says Engen.

According to Engen, in a group chat, Etzebeth, Kolbe and "Beast" Mtawarira start painting wild scenarios, including: 

  • changing the name of Engen to Eben
  • Kolbe imagining QuickShop as the QuickerShop, and
  • Mtawarira picturing himself as Engen's new B.E.O. (Beast Executive Officer). 

Amid this chaotic brainstorming, one man is a cool voice of reason — Captain Siya Kolisi. When things are looking crazy, Kolisi brings his teammates back to reality with a calm realisation — Engen is already the perfect pitstop where life happens and you feel like number one, says the company.

"We are thrilled to bring this fun and uplifting campaign to our customers," says Tsholo Tiro, Engen's Brand and Sponsorship Manager. "It's a celebration of the South African spirit, and we're excited to see how it is igniting conversations and smiles across the country, solidifying Engen's presence as a brand that is always close to home and the heart of the nation."

Engen says that it has also taken the experience beyond traditional media with an extended two-minute version of the ad featuring on digital platforms. This allows fans to enjoy a longer narrative filled with more humour and memorable moments, enabling deeper engagement and further talkability.

During Saturday, 28 September's test match, the LED boarding surrounding the rugby field displayed "Eben" instead of Engen, which created a stir even prior to the launch of the ad. This tied in perfectly with Etzebeth's record-breaking 128th test cap, which made the strapping lock forward the most capped South African international of all time, says Engen.

Tiro says, "The campaign, which celebrates the spirit of Springbok rugby while spotlighting the company's deep-rooted connection with South Africa, reinforces Engen as not just a fuel provider but also a key player in fostering unity and pride through sport."

"The unique scenarios brought to life in the ad also showcase Engen's playful side while remaining true to its brand pillars of Service, Innovation, Care and Positivity," adds Tiro. 

Engen concludes that for those who missed the commercial's debut, the 60-second version will continue to air on SABC and DStv, while the extended version is available across all of Engen's social media platforms, giving fans more reasons to engage and keep the conversation going. 

 For more information, visit www.engen.co.za. You can also follow Engen on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of Facebook