The pitfalls of being improperly insured are humorously conveyed through the performance of two characters in a new advert for Standard Bank car and home insurance, produced by Johannesburg-based production company Picture Tree.
Executive Producer Gary King and Producer Scott Njumbuxa created the spot for TBWA\Hunt\Lascaris whose team comprised of Executive Creative Directors Matthew Brink and Adam Livesay, Creative Director Justin Wanliss and Copywriter Alex Rupare.
Director Fausto Becatti delivered Standard Bank’s campaign message through the quirky performance of the awkward Mr Hindsight and the savvy Tiny Tim. Becatti says that in order to ensure that the duo was unforgettable and endearing, there was a strong focus on casting, character and performance.
“Mr Hindsight had to be nondescript and hapless, using a subtle, dry performance and comic timing to be memorable in the end. Tiny Tim couldn’t be too cool but had to have a confidence that comes from having everything sorted upfront. We got great performances out of our actors, making for a very funny commercial about something quite serious,” says Becatti.
DOP David Pienaar and Art Director Adi Koen assisted in adding clever narrative touches to the advert, like the gigantic bouncy burger and the techno-steampunk coffee machine, which were used to emphasise the contradictory worlds of these two characters.
“Insurance is a grudge purchase and most commercials for insurance products battle to get beyond that,” concludes Becatti.
View the commercial on the Standard Bank YouTube channel.
