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Armstrong ‘Undercover Bar’ TVC



This TVC by Saatchi & Saatchi Cape Town is the first ever for Armstrong, a new spirit-based drink from Guinness Ghana. The story, about an undercover bar that converts into a business when the men’s wives come to check in on them, was directed by Slim from Egg Films.


The executive producer Nicci Cox says, “Since the ad started flighting, people keep calling to ask who handled the post. But we did the whole thing in camera. Everything you see move is operated by hand.”


Nicci and Slim flew into Accra to cast the leads and research Ghanaian bars, office spaces, colours and textures, before shooting the commercial in an empty shop in Jeppestown, Johannesburg. Art director Keenan McAdam and set builders Marcia and Raphael from Marcia’s Studio spent four weeks building the revolving sets.




Creative Director: Gavin Whitfield

Art Director: Yvonne Hall

Agency producer: Lee-Anne Jacobz, Candice Brouwer

Production company: Egg Films

Director: Slim

DOP: Willie Nel

Production co-producer: Nicci Cox

Exec producer: Colin Howard, Nicci Cox

Post Production: Pudding/Black Ginger

Editing Company: Left Post Production

Editor: Saki Bergh

Sound design: Arnold at Milestone Studios

Music: Markus Wormstorm


Between 10 and 5