Some of South Africa’s top musicians are joining forces in Vodacom’s newest television commercial, Power Rap, which broke on national television 24 April.
The first major ad to flight since Vodacom announced it was not only changing its look, it was restructuring and improving its business on all levels, it features numerous local artists. These are – in alphabetical order – appearances by Bobby van Jaarsveld, Elvis Blue, Freshly Ground, Gang of Instrumentals, HHP, Liquideep, Loyiso Bala, Prime Circle, Skwatta Camp, Tamara Dey, Tanya van Graan, and Tumi and the Volume.
The ad was created by agency Draftfcb, led by chief creative officer Brett Morris, creative director Gareth Paul and associate creative director Grant Sithole; with creative team Melusi Mhlungu and Bradley Stapleton and shot by production house, Ola.
Power Rap focuses on Vodacom’s improved network capabilities and was inspired by the internet as a platform for creativity.
“We asked ourselves what would be possible if you had Vodacom’s faster, wider network behind you’, commented Morris. “These days anyone can become an overnight sensation, there just is no limit to what you can achieve and we wanted to represent that.’
Power Rap features a young rapper who, thanks to Vodacom’s faster, wider, more reliable network, reaches millions of people instantly and he becomes an internet super success story. When he first starts rapping, his You Tube hits are 0. But, as the ad progresses and he raps the names of a few celebs, they appear in the background, and his You Tube hits start to rise.
The commercial ends with all the stars behind the young rapper, essentially acting as his backing singers and dance crew. Will.i.am’s track “It’s A New Day’ and the new slogan, “Power to You’, drive home the fact that Vodacom is initiating a new era of communication for all South Africans.
Vodacom South Africa Managing Executive of Marketing, Enzo Scarcella, said: “The first phase – if you will – of our brand refresh was intended to tell everyone that Vodacom was changing. This was quickly and effectively achieved by highlighting the colour change, from blue to red.
“Power Rap launches the next phase, in which we show how Vodacom has changed, and how these changes will benefit our customers. Network, service and value, which are the three critical customer touch points, are all being transformed as part of this process.
“This ad is all about our focus on internet connectivity: we’re leading a revolution to connect the entire country. This isn’t about cherry picking a few people in cities for an elite service, it’s about getting a decent connection to everyone and ensuring that nobody gets left behind.
“Soon South Africa will realise that “Power to You’ isn’t just our communication end line – it’s a new approach and new direction for Vodacom. As the weeks and months unfold, our customers will find the changes run much deeper than simply turning from blue to red.’
“The task will certainly go down as a career highlight for so many people involved with the rebranding, myself included,’ added Draftfcb Johannesburg Executive Business Director, Romaine Mackenzie.
“But, the job is still a long way from done and dusted: everyone knows by now that Vodacom has changed to red; now we have to communicate the benefits the revitalised business will deliver to customers.
“A faster, stronger and larger network is one of these benefits, and Power Rap therefore our first campaign. Through the sheer scale of this production in terms of the number of celebs featured, and using a concept that the new generation of Vodacom customers aspire to, we demonstrate the impact Vodacom’s improved network can have on ordinary people’s lives,’ she said.