Saatchi & Saatchi Johannesburg has created an innovative TV Campaign for the Essentiale brand. The Moenie gisteraand huis toe bring nie' (don't bring last night home with you) campaign has been shortlisted as a finalist for the Pendoring Awards.
The campaign is aimed at getting people to take Essentiale to protect their livers, whenever they have a big night out and the campaign's core idea encapsulates the understanding that while people enjoy a good time, they don't want it to affect their lives outside of that time.
Saatchi & Saatchi Johannesburg's Executive Creative Director, Adam Wittert says the new ad will build on the success of the print campaign which ran over March/April and resulted in Essentiale sales for March/ April this year increasing by 36.2% compared to the same period in 2009.
The new TVC continues the Essentiale idea of "Don't bring last night home with you", as a way of demonstrating the negative effects of not taking Essentiale before a big night out.
With the TVC, Wittert says the hook was understanding that people love to party but don't actually want to continue reliving that party in their fragile, sober, frame of mind the next morning.
"When taking the campaign onto TV we went for the loudest, craziest possible intruders you could have in your bedroom when you woke up from the night before, we used the most infamous party animals of them all, the well-known Van Coke Kartel rock band."
A guy wakes up with the effects of the previous night still with him. He notices a dirty blonde head lying on his chest. He strokes the hair, smiling. To his horror, the head is revealed as Francois van Coke.
Francois starts belting out the band's new single, "Man sonder Missie". Wynand, the bassist bursts out of the wardrobe, his guitar screaming and smoke billowing in from every corner of the room. Our guy looks to his left and finds a drummer there and even more smoke. Francois grabs his bedside lamp, rips off the lampshade and uses it as an impromptu mike. So basically we end up with a little rock concert happening in this poor guy's bedroom, even before he's had his coffee.
We see a packshot and the line, "Moenie gisteraand huis toe bring nie." (don't bring last night home with you) over slightly blurred action at the end.
The core target audience are young professionals between 25 and 35, the core of the party crowd. Old enough to be able to care about and afford to look after their livers and yet still raucous enough to need to.
See the ad at http://www.youtube.com/watch?v=-VXXJNAUZrA