Countless abandoned and stray animals are rescued by non-profit shelters each
year, often resulting in these organisations being overcrowded and struggling
financially. The latest television commercial for Ban Animal Trading (BAT) comes as
a pro-bono effort on behalf of advertising agency New Found Form and production
company Picture Tree.
Emmaneel van der Merwe, executive creative director from design agency New
Found Form, conceptualised the campaign which was a relatively collaborative effort
according to executive producer Gary King of Picture Tree: “We workshopped some
ideas, the creative and director worked together, and then a decision was jointly
made on the way forward. A collaborative approach always works best, and
because we were doing it for very little money, we had to make decisions based on
the available favours. The agency and the client both knew that and we produced
this as a team the whole way through.’
The message of the ad is simple: that in the eyes of these animals adopted from
shelters, their owners become heroes. The commercial features a montage of
several rescued dogs running with their owners. The dog owner’s heroic status is
cleverly portrayed through their golden capes which can be seen through shots
taken from the dog’s point of view, in silhouettes, and reflections. One of the most
heartwarming aspects of the spot is that it features real people with real adopted
dogs, showcasing compassion between owner and animal that cannot be falsified.
Steytler wanted the end result to be highly emotive and engaging, leaving viewers
with a positive feel, a complete contrast to the heart wrenching, melancholy
advertising that can often be expected from such organisations. The commercial
was shot in July at the Nirox Sculpture Park in Krugersdorp and DOP Peter
Tischhauser used a Sony F55 camera to capture the footage, which enabled him to
shoot up to 240 frames per second.
“The director wanted the ad to be slick and polished and to have a positive feel
about it,’ says King. “It was important that it wasn’t another “ag shame’ animal
public service announcement, but one that punched out the golden hero’s cape and
one that made you feel love and warmth rather than sadness. Evoking an emotion
is really important in commercials and this emotion is spot on the brief.’
Giving of their time and services for the cause – along with director Steytler,
executive producer King and DOP Tischhauser – were Johnny Mabeba who produced
the spot, editor Warwick Allan and music composer Fabian Sing.
Post-production house Mushroom Media produced the final product, while DStv and
Primedia Outdoor provided free airtime and space for the campaign to reach the
public.
