Vodacom has launched a new ad campaign to highlight its music fulltracks offer for youth customers through a tailored youth proposition, Vodacom Color.
Conceptualised by Draftfcb’s group creative officer, Brett Morris and creative director Gareth Paul, copywriter Melusi Mhlungu and art director Bradley Stapelton, the ad for the “Color ur tunes’ bundle was directed by Velocity Films’ Adrian de sa Garces.
The protagonist is a young skateboarder whose Vodacom phone is delivered preloaded with unlimited music. He “gum-sticks’ the phone to his board, and sets off on a journey through the city and on which he transforms into a famous and adored “DJ Skateboard’.
Vodacom South Africa managing executive: marketing, Enzo Scarcella; executive head: product marketing, Melanie Forbes; and brand manager, Sergio Martins; briefed the agency to maintain the pace, look and feel of the other ads it had done to introduce new services since Vodacom’s brand migration.
According to a statement, this was achieved by the direction of De sa Garces and a great selection of music, which underpins the product Vodacom is offering its customers. With the exception of Jack Parow’s “Cooler as Ekke’, the tracks, which change according to who the protagonist is interacting with, were all re-recorded by Rob Schroeder. The list includes “Hustlin’’, “Eye of the Tiger’, ” Hello Good Morning’, “Fame’, “All of the lights’ and “All I do is win’.
The Draftfcb team was also quick to praise the lead character saying he brought a freshness to the ad, not to mention real skateboarding skills.
“Targeted at the youth, DJ Skateboard is a really fun ad, full of life and energy and connects with the market through music,’ said Draftfcb Johannesburg executive business director, Romaine Mackenzie.
“The new campaign confidently follows in the footsteps of three other awesome executions – Power Rap, which focused on Vodacom’s network capabilities and was inspired by the internet as a platform for creativity, Warra Warra What What for the revolutionary pre-authorised service called Airtime Advance, and Finding Thandi which showcased Vodacom’s multiple customer service channels – to clearly show how Vodacom hands over the “Power to You’, the user.’
The 60 second commercial, shot in Cape Town over two weekends, broke on Friday June 24 on all major TV stations in South Africa and will be complemented by cinema, outdoor and online activity.