Joe Public’s #BeTheMentor anti under-age drinking campaign for SA Breweries asks key influencers to ‘‘be the mentor you wish you’d had”. The campaign will call on 150 influencers from across the country to start a movement and become mentors to those younger than themselves to support, educate and advise them on making the right choices and learning how their actions have consequences that can affect the rest of their lives.
The campaign launched with this high-impact evocative TVC directed by Teboho Mahlatsi of Bomb Productions. The commercial is a modern day hyper localised adaptation of Dante’s Inferno with a young protagonist running amok with a crew of skeleton-masked personifications of vice. While intended to show a young person out of control, the TVC feels far more like a slick music video with the neon lights, club dance scenes, gusheshe spinning, smoke bombing, train riding action. Purgatory’s never looked so good! The TVC ends with the young man being pulled out of a lake à la baptism; rising from vice into virtue by the hand of his elder self/mentor.