We had shiny eyes watching this tale of an over-burdened mother and her considerate son told by Joe Public for insurance client Dialdirect. Directed by Greg Gray at Velocity, the TV commercial illustrates how precious time is and concludes that Dialdirect won’t waste yours.
The ad – supported with a new corporate identity, payoff line and brand strategy – marks a new positioning for the brand with the message ‘insurance made easy’. According to Carl Louw, Chief Marketing Officer for Dialdirect, “We’ve always strived to make our customers’ lives simpler. We’ve now redefined this purpose so that we can offer our customers an even faster, more effective and more reliable insurance offering.”
The commercial shows a young boy who quietly takes over his mother’s chores to create more time for her to spend with her kids. Chief Creative Officer at Joe Public, Pepe Marais, adds, “We feel that the concept we have created is both an emotional and touching story that everyone can relate to in the fast-paced world we live in, where time has become a precious commodity. We worked with exceptional partners to craft and create a story which positions Dialdirect as a courageous, customer-conscious brand.” With a solid reputation for creating emotionally engaging, touching and beautifully crafted commercials, Greg Gray was tasked with directing the story.
Titled ‘The Notebook”, the advert was launched to South African TV-watchers on Sunday and will be followed by a radio and print media campaign.
The radio concept can best be summarised as ‘A Lifetime in a Minute’. The 60” spots “tell the story of a lifetime spent pursuing the things we all believe are important, but before we realise it, our time is up and the things we pursued all our lives suddenly seem insignificant.” Joe Public with Louis Enslin at Produce created a single aging voice by merging up to as many as 12 voices per spot.
Agency: Joe Public Johannesburg
Chief Creative Officer: Pepe Marais
Executive Creative Director: Leon Jacobs
Copywriter: Annette de Klerk
Group Head and Art Director: Martin Schlumpf
Freelance Art Director: Marion Bryan
Account Director: Natalie Hogan
Account Manager: Samantha Tame
TV Producer: Ananda Swanepoel
Strategic Director: Laurent Marty
Production Company: Velocity
Director: Greg Gray
Producer: Helena Woodfine
Sound Studio: Louis Enslin – Produce