Just weeks after declaring its intention to aggressively chase market share with the launch of South Africa’s first-ever contract buy-out offer, mobile services provider, Cell C, is flighting a cheeky TVC that asks South Africans if they feel they’re being taken advantage off.
The spot, which broke on national TV on June 12, is called ‘Screwed’ and was created by 1886, an independent agency within the FCB South Africa partnership, after it was briefed by Cell C to create a hard-hitting piece of work that shows South Africans being taken advantage of.
It follows a day in the life of a 30-something guy and a little dog – how can we put this politely? – that attaches himself to the young man’s leg every time he takes out his wallet to pay. At the till in a supermarket, in a clothing store, under an e-toll gantry, reading his bills and in his home when the lights suddenly go out. Finally, he’s in the mall where he spots a Cell C store. He begins to limps over to it, with the dog still attached to his leg, but as he is about to enter the store, the dog detaches from his leg and goes to take advantage of someone else.
View the ad here: https://www.youtube.com/watch?v=CZQkDd2QROI
Or you can watch the behind the scenes here: https://www.youtube.com/watch?v=pKFPGgDnGMM
“The ad is rather cheeky,” admitted 1886’s executive creative director, Stuart Stobbs, “but we think that South Africans will be able to relate to it. If they are feeling taking advantage of, maybe it’s time they try the one cellular network that offers more for less.”
The ad was shot over 2 days in Cape Town by production house, Plank. Pete Pohorsky was the director, and post-production was handled by Blade.