RIDE by PENQUIN INTERNATIONAL for Sony Ericsson

RIDE

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Industry Cell phones, Smartphones & Accessories
Media Radio
Market South Africa
Agency PENQUIN INTERNATIONAL
Director Stephan Du Toit, Dean Oelschig
Creative Director Stephan Du Toit
Producer Finetune
Account Supervisor Jackie Guest-Webb, Tim Barnard
Production The Refinery
Released August 2010

Credits & Description

Category: Home Appliances, Furnishings, Electronics & Audio Visual
Advertiser: SONY ERICSSON
Product/Service: SE C903 MOBILE PHONE
Agency: PENQUIN INTERNATIONAL
Creative Director: Stephan du Toit
Scriptwriter: Dean Oelschig/Bevan Cullinan
Agency Producer: Amber Butterworth
Account Manager: Tim Barnard
Account Supervisor: Jackie Guest-Webb/Tim Barnard
Advertiser's Supervisor: Colin Williamson
Production Company: THE REFINERY, Bryanston, SOUTH AFRICA
Director: Stephan du Toit/Dean Oelschig
Producer: Finetune
Sound Studio: Finetune
Sound Engineer: Finetune
Other Credits: Bevan Cullinan/Brendan Jack
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: PENQUIN INTERNATIONAL, Johannesburg, SOUTH AFRICA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO1: Okay, all right, just hang on. Okay, it’s ready. Okay smile. MVO2: No. MVO1: Smile. MVO2: No. MVO1: Please. MVO2: No. MVO1: Smile. MVO2: I don’t wanna smile. MVO1: Smile now. MVO2: No, I’m not gonna smile. MVO1: Okay, how about now? MVO2: No. MVO1: How about now? MVO2: Still no. MVO1: Smile. MVO2: Uh, no. MVO1: You’re almost smiling. MVO2: Uh uh. MVO1: Come on. MVO2: Uh uh. MVO1: Smile or I’ll ride you like a pony. MVO2: (Laughs) SFX: Camera click MVO1: Nice one! ANN: The 5 megapixel C903 Cyber-shot phone from Sony Ericsson, with Smile Shutter. It only clicks when you smile. MVO1: Clever. Very clever.

Brief Explanation
BRIEF: To create a campaign that would promote the new Smile Shutter technology built into their C903 Cyber-shot phone. We answered this brief by creating five radio ads in doughnut format, with the head-tail sections remaining constant across all five ads, but with different punch lines for every day of the week. They were perceived by many motorists as the highlight of their commute, when they were played at 18:00 (rush hour traffic). These ads clearly illustrate the functionality of the phone through slapstick humour, which has a wide appeal in South Africa.