Cell C Film, Radio Igugu - Siya by 1886 FCB Johannesburg

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Igugu - Siya

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Industry Telecommunications Services
Media Film, Radio
Market South Africa
Agency 1886 FCB Johannesburg
Chief Creative Officer Stuart Stobbs, Brett Morris
Creative Director Warwick Rautenbach
Copywriter Ruby Fourie
Released April 2017

Awards

One Show 2018
Radio Craft / Use of Music - Single or Campaign Bronze

Credits & Description

Agency / Entrant: FCB Africa (Pty) Ltd
Brand: Cell C
Product: C Surance
Business sector: Telecommunications
Regional Agency Group: Fcb Africa
Agency: Fcb 1886
Account Management: Dorette Jooste
Agency Producer: Kirsten Meier
Brand Representative (Client): Doug Mattheus
Chief Creative Officer: Brett Morris, Stuart Stobbs
Creative Director: Warwick Rautenbach
Director: Ruby Fourie, Stuart Stobbs, Warwick Rautenbach
Music & Sound Composition: Rob Shroder, Lorraine Shannon, Andrew Stansfield
Performance: Margaret Motsage, Khanyo Maphumalo, Innocent Modiba, Tokozani Nzima, Timothy Moloi, Zamo Mbutho
Producer: Sam Alessandri, Tidi Motlhamme
Recording Studio: Rob Roy
Copywriter: Ruby Fourie

Entry Summary
We purposefully chose to use this kind of choir and vocal delivery because it is something our target market is familiar with.
The scenarios and use of relevant local colloquialisms and slang are also something our target market can relate to.
Brief Explanation
'Amagugu Alelizwe' is a well-known traditional South African song sung at funerals.
We used a reworked version of the song to show that you don’t have to mourn the loss of your cellphone.
We juxtaposed the sombre nature of the song with fun lyrics about how our different characters came to lose their cellphones.
Each spot represents a different aspect covered by our brand's comprehensive cellphone insurance.
We purposefully chose to use this kind of choir and vocal delivery because it is something our target market is familiar with.
The scenarios and use of relevant local colloquialisms and slang are also something our target market can relate to.

Script (English)
'Siya'
CHOIR:
{The most treasured thing}
{The most treasured thing in Siya’s life was his cellphone}
{The most treasured thing}
{The most treasured thing in Siya’s life was his cellphone}
He was macking
He was macking, defcon fiving, fraternizing in the club
Who’s your daddy
Who’s your daddy, Siyasanga, number one ladies man
Saw a hottie
Saw a hottie, stole his heart then she stole his cellphone
Foxy ladies
Foxy ladies, all those numbers, waiting for your phone call
Mister Lover Lover with no cellphone, no more booty calls
(Humming under ANNCR)
ANNCR:
{Brethren}…. You wouldn’t have to mourn the loss of your cellphone
if you had C Surance from Cell C which covers you against theft. So if your cellphone gets stolen, you’ll get a new one.
CHOIR:
{The most treasured thing}
{The most treasured thing in Siya’s life is his cellphone}