South
Africans will be inspired to dig a little deeper and push a little harder to
achieve their dreams after watching Absa’s new goose bump-inducing television
commercials for its latest sponsorship campaign.
Absa
is currently the team sponsor of the Springboks and Bafana Bafana; the title
sponsor of the Absa Currie Cup, Absa Premiership and the world’s toughest mountain
biking race, the Absa Cape Epic; and sponsor of the L’Atelier art competition
and Absa KKNK. But more than just sponsoring a team or an event, through these
initiatives Absa sponsors and enables something much more meaningful – the
human spirit.
This
is the essence of Absa’s new campaign, which harnesses the collective strength
of its powerful sponsorship portfolio, drives an emotional connection with fans
and demonstrates that these sponsorships are about something much deeper.
Colleen
Jackson, Absa General Manager of Brand, said: “We’re so excited about this new
campaign. It’s really emotive and talks to the point that the human spirit is
not just for heroes, it’s something that’s inside all of us and that gives us
the strength to push on. It inspires greatness and shows us what we can become.
This goes to the heart of our sponsorships, which really bring the Absa brand
alive.”
Lynn
Naude, General Manager, Absa Sponsorships and Events, says this overriding
sentiment goes beyond sport and the arts. “The human spirit is central to the
way Absa does business. The idea is for us to be an inspiration to others, to
be a motivation and to encourage people to excel. That’s something we strive
for day-in and day-out as an organisation – to help people achieve their
ambitions.”
Tom
Cullinan, Executive Creative Director at The Jupiter Drawing Room (Jhb), said:
“The challenge was to find a single thread that linked Absa’s sponsorship
properties. In the end, the solution lay in a simple human truth”.
The
flagship of the campaign is a 60-second TVC shot by world-renowned director,
Keith Rose, across several locations in the Western Cape. With the objective of
reflecting a sense of realness and authenticity, it was critical that real
South Africans were used in the ad that, in their own special way, each
embodied the human spirit. After an extensive search in the communities, where
the ad was filmed, a fresh-faced group of youngsters that had never been in
front of a camera before was assembled.
The
ad cuts between the stories of four children with big aspirations, and shows
how key interactions in their daily lives drive them to keep pursuing their
dreams, knowing that tomorrow will be conquered.
One
is a young boy who dreams of being a professional rugby player, and of lifting
the 120-year-old Absa Currie Cup and running out in the green and gold. After a
chance encounter with a few of his Springbok idols, it all seems more
achievable.
We
also meet a young girl who may one day be an artist – her visit to a gallery
sows a seed and we see her how her creativity is inspired.
A
third is an aspiring soccer player who wants to play on the professional stage
for a PSL team and eventually, his nation. Soccer permeates his everyday life
and in following his dream he takes to the streets and makes the city his
training field, showing that if you want something badly enough, you will find
a way to do it no matter what.
The
Absa Cape Epic – a gruelling eight-day mountain bike race that is in it a
testament to the resilience of the human spirit – has a significant economic
and social impact on the communities through which it passes.
In
the ad we meet two young children who, after watching the competitors of the
Epic riding through their village, to create their own race with the vision of
crossing the finishing line victorious. .
A
60-metre wall mural depicting riders of the Absa Cape Epic was painted in the
small community of Salt River especially for the ad. It was created by three
artists over three days and will remain in the community as a constant reminder
of the power of the human spirit.
All
the individual stories of the children involved in the advert as well as
behind-the-scenes footage can be accessed via a web link.
