ESKOM by J. Walter Thompson Johannesburg for Everlast

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ESKOM

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Industry Retail, Distribution & Rental companies
Media Radio
Market South Africa
Agency J. Walter Thompson Johannesburg
Director Ben Du Plessis, Julia Rutherford
Creative Director Ronnie Malden
Producer Nicolette Moolgie
Account Supervisor Diane Fraser
Production SONOVISION STUDIOS
Released July 2010

Awards

One Show 2011
One Show Consumer Radio / Campaign Merit

Credits & Description

Category: Entertainment & Leisure
Advertiser: EVERLAST SOUTH AFRICA
Product/Service: BOXING EQUIPMENT
Agency: JWT JOHANNESBURG
Executive Creative Director: Ben du Plessis
Creative Director: Ben du Plessis/Ronnie Malden
Scriptwriter: Julia Rutherford/Ben du Plessis
Agency Producer: Nicolette Moolgie/Maggie Post
Account Manager: Annie Lazarevski
Account Supervisor: Diane Fraser
Advertiser's Supervisor: Gideon Abrahams
Production Company: SONOVISION STUDIOS, Johannesburg, SOUTH AFRICA
Director: Julia Rutherford/Ben du Plessis
Producer: Nicolette Moolgie
Sound Studio: Studio 3
Sound Engineer: John Culverwell/Grant Harris
Other Credits: Michael Mayer
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: JWT JOHANNESBURG, SOUTH AFRICA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
ANN: Listen to this. Last year the boss of Eskom, the only electricity supplier in South Africa, took home a 3.5 million rand salary. He also got a performance bonus of around two million rand. At the same time, we were told to boil less water and go to bed early to avoid what they call 'load shedding' - their fancy term for the power failures that cost our economy more than 12 billion rand. And, from next year, they want a 35% electricity rate hike. How does that make you feel? Hit something. Everlast boxing. Greatness is within.
Brief Explanation
The average white-collar South African is angry. Politicians and corporations are abusing their powers to the point of being blatantly corrupt and self-serving.At the same time, boxing is seen more and more as a fitness activity. This evolution in the target market profile created a whole new segment referred to as 'white-collar boxers' - people de-stressing by, well, punching things.