Hi-Tec has announced the launch of its latest TV commercial (TVC). The ad aims to tap into everyday situations and to appeal to ordinary people, showing that the brand is not just for avid hikers and runners. People connect with ads that make them feel something and subtle clever humour is known to be one of the surest ways to cause an emotive response.
The ad has taken a light-hearted perspective on life by featuring comedian Schalk Bezuidenhout sending the message of ‘We’re all basically camping. Take that indoors, outdoors’. This is a play on loadshedding and a message that is still staying true to the outdoor nature of the brand.
‘We were determined to create a campaign that would inject a dose of light-heartedness into our lives today, and Bezuidenhout’s work resonated with us instantly. His ability to bring smiles and laughter to South Africans is remarkable, and we believe we all need a little bit of that right now. By partnering with Bezuidenhout, we are not only promoting our shared South African heritage but also spreading the joy and optimism that define our brand,’ said Andrea De Beer, Head of Marketing from Hi-Tec.
The challenge of eternal loadshedding, fuel and inflation hikes, and water restrictions has had many South Africans down and out. Hi-Tec hopes that unlocking this lite side for all to see will inspire the rest of Mzansi to find their sense of humour and enjoy the moment again too.
According to the brand, the creative concept and production of the ad was by Freckle Agency and strategy by Hoola Modern Agency. The ad was shot in Pretoria at Rosemary Hill. The ad flighted on DSTV on Sunday, 16 July and will be rolled out on digital platforms and social media.
HI-TEC
www.hi-tec.co.za
