Hohm Energy’s latest ad speaks directly to the current South African context. It’s a shining example of how creativity and a deep understanding of societal needs can lead to not only a successful ad campaign but also promote a significant shift towards sustainable energy solutions.
In a world where festive commercials often blend into a blur of red and white Santa motifs, Hohm Energy’s ‘Funny Festive Solar ad’ breaks the mould, offering a refreshing and humorous take on holiday advertising. This ad, which has already garnered over 1.1 million views on TikTok in less than a week since posting, is the brainchild of Retroviral CEO Mike Sharman, whose creative genius has previously graced South African icons like Nando’s and Castle Lager.
When asked about the development of this unique advert, Sharman revealed, ‘Our insight was that ‘all South Africa wants for Christmas is power’. As an extension to this, solar is the solve. Ergo, Hohm Energy.’ This simple yet powerful idea led to the creation of a campaign that turns the traditional festive script on its head, posing a thought-provoking question: what if a solar installer was more desired than Santa?
Sharman attributed the success of their content to a deep understanding of South African culture and an ability to tap into the national zeitgeist. ‘Remarkable content is the starting point,’ he explained. By choosing to focus on a positive message amidst the common negative narratives around power and load shedding, the ad has resonated across diverse cultures and backgrounds.
Sharman likened their creative process to writing a comedy series rather than a typical ad. ‘Your favourite comedians are masters of observing honest and authentic, human truths,’ he said, emphasising the importance of relatability and authenticity in their content. This approach involves bouncing ideas across their agency and testing them with friends and family, ensuring the final product is both engaging and relevant.
David Allardice, Hohm Energy’s Chief Marketing Officer, said: ‘It’s been both a pleasure and an education working with Sharman and his team on both our solar ads. It is a challenging and complex space to navigate and yet he always manages to cut through the noise and access the essence of the human condition in relation to the subject, while delivering a punchline with humour, wit and intelligence.’
Allardice further emphasised the importance of addressing the core issue in their marketing: ‘What is important, as we like to ensure in all our marketing at Hohm, is to identify with the actual underlying challenge or problem, in this case unreliable and expensive Eskom power, and then present a solution, and this is exactly what we have done in our most recent festive viral ad.’
RETROVIRAL
https://retroviral.co.za/
