Remarkably sitting at over three million views on Youtube to date, Velocity director Gregg Bailey’s TVC for SCOUTS South Africa is all about learning skills that will prepare you for the unforeseeable. The moral message of the campaign, “Learn it young. Remember it forever”, is communicated through a young boy performing CPR on a girl who, after a time-hop, turns out to be his daughter.
The spot was filmed in Rooi Els (between Cape Town and Hermanus) on a windy and icy cold day. On the heightened dramatic feel of the TVC, Gregg says, “We created an uncomplicated visual experience. We did not want to use any music that would remove the viewer from the story, as we wanted it to feel real.” The age of the cast was important too, as young children project innocence and vulnerability. The sound is used to draw the audience into the scene by mirroring the danger of the sea, before everything is pushed back and an uncomfortable ringing noise takes over.
The project came about while Gregg was having coffee with the commercial’s executive creative director Gavin Whitfield. “I instantly loved it and told him I had to be part of it! Learning something young and remembering it forever is a simple concept to understand. I think this is a very powerful message to get out there. Scouting teaches life skills, important skills you might need one day – it could mean the difference between life and death.”
Agency: Not Norm Cape Town / Executive creative director: Gavin Whitfield / Production company: Velocity Cape Town / Director: Gregg Bailey / Producer: Kathleen Browne / Executive producer: Karen Kloppers and Helena Woodfine / Director of photography: Jamie Ramsay / Editor: Anthony Martin at Deliverance / Music: The Workroom / Post production – online and offline: Deliverance