Lowe Bull Cape Town REDD’S it Up
Advertising agency Lowe Bull Cape Town has brought new meaning to the concept of simply reaching for a cold drink with their latest TV commercial for SAB’s REDD’S. The commercial is set in an up-market apartment that has one very special feature – a magical fridge that not only stocks REDD’S, but acts as a gateway for a variety of weird and wonderful characters.
“Moving the brand forward from the Phola campaign (which was well-awarded and recognized) was tough, but the consumers have moved on and this commercial is much more dynamic and relevant to young people today,” says Kirk Gainsford, Executive Creative Director at Lowe Bull CT.
When a pretty young reveler goes to the fridge to get an ice-cold REDD’S, she instead pulls out a handsome man who hands her the REDD’S and sweeps her off onto the dance floor. The next special guest to emerge from the bottomless fridge turns out to be a charismatic DJ who takes his REDD’S and immediately starts to set the party alight from his turntables. Throughout the course of the colourful night of dancing, the fridge remains the centerpiece as jealous girlfriends stand guard and beautiful Eskimos appear – always with an enticing looking REDD’S in hand.
“With this commercial it was really important to move the REDD’S brand forward in consumers’ minds to the aspirational, fun-loving brand that it is,” explains Vicki Hey, Client Service Director at Lowe Bull CT. “We feel that the commercial has done this well, using a great cast combination, relevant South African music and having the brand central to the action.”
The fast-moving commercial maintains the hip, energetic and youthful feel of the REDD’S campaign, ensuring that the drink remains the prime beverage of choice for stylish young professionals when they are out on the town with their friends. The commercial also coincides with the launch of the new Apple taste, which is reinforced by the funky and ‘fresh’ atmosphere of the vibrant party scene.