Over the past year, Savanna has taken on many human truths with a crisp and witty perspective. The introduction of Siyavanna South Africa – ‘We get you; we are on the same page’ – has enabled Savanna to effortlessly tap into everyday situations and bring them to life.
Introducing its latest television commercial, My friend, Savanna is tackling the #MyFriendZone. Not the one you are probably thinking about – the other kind: the multiple friends South Africans tend to make going around their daily business. Each person becomes your friend, buddy, bafo, nja yam, bru or chana. This is all good and well but one crucial question never gets asked: ‘What is your name?’
‘People connect with ads that make them feel something, and subtle clever humour that makes you think is one of the surest ways to cause an emotive response. As South Africans, we don’t take ourselves too seriously, so humour is our superpower,’ explained Steph van Niekerk, Creative Director at Grey Advertising.
The ad was shot on location by legendary director, Greg Gray of Romance Films. Gray has worked with the brand since its inception in 1996, an unusual long-term relationship in a world where nothing is a constant. ‘We love South Africa and its people, but what we love even more is observing national quirks. That was our aim at Romance Films, to capture the nuances that make you giggle as the penny drops and you remember how many Savanna and Grey Africa/WPP Liquid friends you have,’ said Gray.