In their first television advert in more than a decade, Discovery Life’s “The Penguins’
waddled into our lives (and hearts) on Sunday, 31 May, during Carte Blanche. The
television commercial features an upbeat rendition of “Can You Feel It?’ and some
clever animation. Discovery Life’s “The Penguins’ tells the story of a penguin who
encourages and rewards healthy behaviour amongst the members of the colony.
After some initial resistance, the other penguins suddenly catch on and start
exercising and eating healthier. What follows is a fitter, healthier and happier
colony as a result. The commercial concludes with a family portrait of the hero
penguin amongst his children and grandchildren; indicative of a long, healthy and
happy life.
Known for their creative outlook and pushing the boundaries since their inception
three years ago, Johannesburg-based agency, +27 Advertising, quickly went to
work on a campaign that would best communicate what is a complex and serious
message. Adrian Miller, managing partner and creative director at +27, elucidates
that “The Penguins’ was one of many scripts prepared and suggested to Discovery
Life. “Everyone loved the penguin script from the minute they read it,’ he reveals.
“This was not surprising because penguins share many traits with humans; they
mate for life and woo their mate. And they are kind of quirky. I mean, show me
someone who does not love a penguin.”
The commercial flaunts magnificent quality of animation, spot‐on camera
movements and editing, and high quality modeling and rendering. By integrating the
Discovery logo as a distinctive marking on the hero penguin’s chest, a link is
immediately made between the brand and living a healthy lifestyle.
An important aspect of animation is its ability to portray serious or even traumatic
subject matter in a light‐hearted way. The concept of this television commercial is
so unique for the product category, it ensures memorability and campaign longevity
says Miller. “Life insurance communication too often portrays negative scenarios to
try convey a positive outcome. This often leads communication through a process of
ageing or dying. It was a goal of Discovery Life to position themselves differently in
the category. I think this commercial definitely achieves that. It is enjoyable and
uplifting.”
Discovery’s head of brand management, Tim Byrne concurs, saying, “Our television
commercial is light-hearted and together with the music, the Jackson 5’s “Can you
Feel It?’ it gives the feeling of a big production.’ He continues, “The penguins serve
as a metaphor, transcending race, creed, colour or social status. They are also
humorous characters and portray human characteristics. With
anthropomorphisation, we were able to exaggerate emotions and actions.’
An agency that pride themselves on being completely involved in every step of each
piece of work they undertake, +27 worked on the commercial from
conceptualisation to animation in what was a three month process with Black
Ginger, the award-winning animation and visual effects studio based in Cape Town.
“Black Ginger pulled out all the stops, working with us to create something that is
incredibly visually interesting and totally new in the category,’ shares Miller. “It is
reassuring to work with an animation team of world class standards, right here at
home.’
Prenneven Govender, managing partner at +27 applauded the courage of Discovery
Life, explaining, “It takes a brave client to make an animated commercial using
penguins to advertise life insurance, something that is sure to cut through the
clutter of the category.’
