PHONE COMPANIES by J. Walter Thompson Johannesburg for Everlast

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PHONE COMPANIES

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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 August 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
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. Make a cell phone call in South Africa and it will cost you more than just about anywhere else in the world. Up to five times more than a landline call. At the same time, Telkom, the only landline provider in the country, lost about 10 billion rand of its value last year. And the government, as a majority share holder, holds us responsible, using tax payers’ money to bail them out. So what’s really happening is that you are paying the cell phone companies’ huge profits and Telkom’s huge losses. 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.