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adcetera
AND OTHER
NEWS …
GREG FRANCOIS SHOOTS UP
A STORM
BOUFFANT
HITS TARGET
WITH
APPLETISER
Ariane Besson of Bouffant
directed the latest Appletiser
commercial which reflects her
Appletiser
unique sense of what is
contemporary. The visually
appealing and sensory ad is
brought together through the
use of the classic electronic beat
named Delirium – Silence.
Collective Films director, Greg Francois, has added another
action-packed adventure spot to his showreel, this time for
Distell’s Three Ships Whisky brand, through agency BBDO
Cape Town. Authenticity was paramount so all the scenes were
shot in camera using wind machines, water cannons, water dump
bins, and complex lightening effects to create storm sequences.
Another element of authenticity is the fact that after extensive
casting, Three Ships Whisky’s actual cellar master was best suited
to the role of cellar master.
LET THE GAMES BEGIN
Towards the end of 2008, The Agency launched the first
television commercial for 2010 FIFA World Cup National
Supporter, Telkom. The advert entitled Players highlights the
functional contribution that Africa’s largest communications
company will be playing in providing the ICT infrastructure for
the international tournament.
Telkom
CROWD
CONtROL AT
ANIMMATE
Animmate was the animation
company behind Jeremy
Goodall’s Danamon Bank
TVC.
The TVC’s demand for
special effects enabled
Animmate to use their
Massive crowd creation
package as well as Maya for
the building creations.
There were 350 extras on
set. In some of the scenes
more than 15 000 digital
people were added.
Three Ships Whiskey
Agency Speak
WHO IS
JERRY MPUFANE?
I have over 17 years experience in the marketing
communications field, including positions in the public
and private sectors. Previous positions I have held
include Group Marketing Director at the South African
Broadcasting Corporation (SABC), and General
Manager: Brand at South African Tourism, responsible
for all global brand strategies and advertising. Today, I
have the privilege of heading up one of South Africa’s
largest and most successful advertising agencies,
Draftfcb Johannesburg. My responsibilities entail overall
agency growth strategy, with the core responsibility of
developing the best creative solutions for clients’
communications problems.
DEFINE YOUR PERSONALITY:
Passionate, professional, problem solver.
WHY ARE YOU IN ADVERTISING?
Ideas, ideas, ideas. Actually, my dream career was to be
an airline pilot. I followed through with the idea and was
accepted to join the old South African Air Force for
training after finishing matric. This was obviously during
the apartheid years, and at the last minute a senior
family member discouraged me. With ticket in hand, I
never pitched for my train ride to the air force base!
That said, marketing communications had always been a
career option. I enjoy that it’s an ‘ideas’ environment. I
started at the very bottom doing menial tasks like
working the mailroom. I have over the years risen
through the ranks and gained experienced on both the
agency and corporate side.
WHAT HAS BEEN THE HIGHLIGHT OF
YOUR CAREER IN ADVERTISING?
Right here, right now – heading up South Africa’s oldest
advertising agency, which is also one of the country’s
largest and most successful.
WHAT WOULD YOU SAY IS THE CRAZIEST
THING ABOUT THE ADVERTISING INDUSTRY?
Developing the best communication ideas and not
charging for them. It’s really crazy – we don’t get paid
for the essence of advertising and marketing, which is
‘the big idea’. We only get paid to implement them.
WHAT WOULD YOU SAY IS THE MOST SANE
THING ABOUT THE ADVERTISING INDUSTRY?
The ability to influence society.
WHAT ELEMENTS MAKE FOR A GOOD AD?
Relevant human truths. Have you seen the latest
Vodacom Summer Loving TV ad? It dramatises an
emotion everyone has during this time of the year – that
the holiday season is upon us – in such a uniquely South
African way.
WHAT PERSONALITY TRAITS MAKE
FOR A GOOD CREATIVE?
The desire and will to change the world through ideas.
WHAT IS THE TRICK IN MANAGING CREATIVES?
Giving them the freedom to ‘just be’; to remind them
that it’s all about the big idea, always. And to assure
them that I’ll worry about the budget.
WHAT ELEMENTS MAKE FOR A GOOD AGENCY?
Creative energy in the studio is critical, but it is also
about accountability and knowing how far to push the
bar. Draftfcb South Africa has a strong track record for
meeting its clients’ marketing and business objectives. It
is, and always has been, truly accountable, and it is this
accountability that clients value and appreciate.
WHAT KIND OF INPUT DO YOU EXPECT
FROM A PRODUCTION COMPANY?
A ‘can do’ attitude.
WHICH CLIENT OR BRAND WOULD YOU MOST
WANT TO SECURE FOR YOUR AGENCY AND WHY?
Brand South Africa – there can be no greater honour.
January 2009 – SCREENAFRICA
13