The MTC Hugs commercial for Advantage Namibia can only be described as 90
seconds of infectious joy, demonstrating the campaign message that “giving a little
goes a long way’.
The ad features the act of randomly offering an enthusiastic hug which grows from a
few strangers in the street to a national movement.
South African filmmaker Bryan Little from Cape Town-based film and art making
collective, Fly On The Wall, had just 10 days to prep for the three-day shoot in
Namibia and worked closely with a small crew and local production company, The
Power & The Glory Films, to make it happen – sans art director.
“It feels like I’ve shot in most of Africa now,’ says Little, who previously filmed in
Namibia while working on the Staying Alive campaign for MTV Europe.
He continues: “I’m fascinated by the weird contrasts of urban Africa – visually and
culturally – so it’s natural that it’s quite prevalent in my work.’
Sound composer Simon Kohler is responsible for the adverts’ cheerful and light
soundtrack which is being considered for commercial release, after continuing
popularity.
Little collaborated with Kohler on African Cypher and appreciates the unusual
approach that was taken to make sure the music aligned with the campaign
message.
Says Little: “Simon comes on set as the sound recorder, which would normally be a
different person from the composer. This allows him to listen to all the scenes on
set, so that by the time he starts composing he has a clear idea of where we’re
going.’
Visit https://vimeo.com/80546607 to watch the commercial.
