Brand Activation, a company in the Ogilvy South Africa group, and Frieze Films have collaborated on an epic 60-second television commercial guaranteed to get South Africa's 'petrol heads' revving their engines.
Intended to fuel interest in the Top Gear Festival which took place in March at the Kyalami Grand Prix Circuit, the ad was conceived by Brand Activation's creative team of executive creative director Greg Cameron, creative director Adrian Duffin and copywriter: Andrew Pearson. It was produced by Tskane Mogale, who worked closely with, Frieze Films, and post production experts Flic, Pudding, Blade and Cut & Paste.
The ad showcases BP Ultimate, a major sponsor of the Top Gear Festival, and one of its rally cars, which is 'liberated' from a high security yard in the dead of night and driven away at break-neck speed to a secret hide-out. It challenges viewers to register with www.ultimatescore.co.za, track down the BP Ultimate car and stand a chance to win tickets to the Festival.
It took three days and one night to shoot sufficient footage fusing a Red One camera as well as several smaller ones - three Drifters and one Sony Pencil Cam - to graphically illustrate the car's dramatic journey. Locations included Zwartkops Raceway, Nasrec Expo Centre, a container yard under the N4 highway and the Soweto Power Station to name a few.
"While the campaign promoting BP Ultimate's involvement with the Top Gear Festival utilises many media types, it is investing a great deal in social media," said Cameron.
"The ad's main objective, therefore, was to drive consumers to the Ultimate web site (www.ultimatescore.co.za) to register for the competition and updates via Twitter, and get direct access to the relevant YouTube and FaceBook pages.
"To achieve this, it needed to grab the target audience's attention using visuals and sounds they love - growling cars, racing engines, rally lights, dusty slides, tight turns, ground-clearing ramps, open road, double-declutching, lightening gear changes and loud, proud sound.
"Tony Baggott at Frieze helped us achieve the adrenaline rush. From the outset, his treatment grabbed your attention and kept it from one action-packed scene to the next, all without losing the thread of the story and while reinforcing the BP Ultimate positioning.
"It was a pleasure to work with someone so in tune with our concept, yet so analytical and professional no detail was left unplanned, nor any event unanticipated. This made for a slick, focused shoot, and an ad that delivers on the brief, and then some."
Agency: Brand Activation
Agency Producer: Tskane Mogale
Creative Directors: Greg Cameron/Adrian Duffin
Copywriter: Andrew Pearson
Art director: Adrian Duffin
Production Company: Frieze Films
Director: Tony Baggott
Editor: Saki Bergh
3D Animation: Greg Rom of Flic
Grade: Nicholas Apostoli at Pudding
Online: Jaco Kraamwinkel from Blade
Audio post-production: Alan Richards at Cut & Paste