The new campaign for Wunderman by Egg Films’ Lebogang Rasethaba for the 2019 Shell Helix Ultra Cup is a vibrant glimpse into patriotic South African soccer culture, right in time for Heritage Month.
The two spots making up the campaign bounce off of each other to play up to the rivalry between two giants of South African football – Mamelodi Sundowns and Kaizer Chiefs. The two teams will go head-to-head on the 12th of October 2019 at the FNB Stadium and, in the end, #therecanonlybeone.
The aim of this campaign, as outlined by Shell Brand Manager Devisha Ramdin, is to increase awareness of this second installation of the Shell Helix Ultra Cup, a prestigious fixture in the annual soccer calendar, and to get the fans out to support their teams.
“The Wunderman creative team led by Theo Ferreira and Thembalethu Msibi challenged me to make two equally compelling ads that show the real culture behind each team,” Rasethaba explained.
“To accomplish this, I set out to create two ads that really stand out and catch your attention, but without resorting to the expected visuals. I didn’t want to just show the vuvuzela-blowing super-fans we are used to seeing.”
Ultimately, Rasethaba created two striking ads that – in isolation and as a series – succeed in answering the question ‘What is a modern-day soccer fan?’
The ads were shot over four days on location in Soweto and Mamelodi on the teams’ (and their fans’) home-turf. It’s this authenticity that leads to the fascinating exploration of the different ways that fans express their support. Instead of the stereotypical soccer fan imagery, we see choir-singers, bikers, skateboarders and dancers. These are real South African soccer fans.
Rasethaba gets to the heart of the unique culture of each team, the colourful, hearty, realness of Kabo Yellow, and the slick, street smart attitude of the Amakhosi. The fans featured in the ads, and atmosphere created in each video, are real, relevant and essentially an authentic representation of the different flavors of South African soccer culture.
View the ads:
Shell Brand Manager Devisha Ramdin
H&K PR Celine DeCanha
H&K PR Thobile Shongwe
Mediacom Yolanda Magwatyu
ECD Thembalethu Msibi
Art Director Monde Lobola
Art Director Tebogo Mahlomoje
Art Director Jerry Manganyi
Copy Writer Zesizwe Ngwenya
Producer Rene Hartley
Account Director Sine Mthembu
Egg Films & Crew
Director Lebogang Rasethaba
DOP Rory O’Grady
Executive Producer Colin Howard
Prod Manager Pia Caverni
Prod Co-Ordinator Liezl Willemse
Prod. Assistant Zenele Nhleko
1st Assist Director Carey Lagoe
2rd Assist Director Rasta MacDonald
Art Director Wendy Frederiksson
Props Master Leila Walter
Wardrobe Stylist Koketso Mbuli
1st Unit Focus Puller Mark Cooksey
VT Operator Londi Khambule
Drone Operator Byron Walters
Movi Operator Andre Roux
Gimbal Operator Decio Lourenco
2nd Unit Focus Puller Khyle Smith
Best Boy Musa Mthembu
Gaffer Andre Beumer
Best Boy Marcus Nepfumbada