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Saatchi & Saatchi – 49M Be the Difference



This 60 second commercial by Saatchi & Saatchi was developed for the 49M national energy efficiency initiative, to encourage South Africans to save electricity during the winter months.


The ad features the Minister of Public Enterprises, Malusi Gigaba.


Saatchi & Saatchi regional Executive Creative Director, Liam Wielopolski says, “We selected locations and people throughout Johannesburg and Cape Town to ensure that we reflected all walks of life in places they can identify with.” The entire commercial was shot every night from 6pm until 4am for a week, with as many effects as possible being shot in camera.


Since 49M’s inception in 2011, over 50 corporate partners have pledged their support.




Executive Creative director: Liam Wielopolski
Creative Director: Alison Standsfield-Franks
Art Director: Steve Dirnberger
Copy Writer: Kate Glover
Agency Producer: Silke Gehring/Leigh-Ann Harris
Business Lead: Zoe Willems
Account Manager: Bernie Smit
Production Company: Velocity Films
Film Director: Greg Gray
Music: Hey Papa Legend


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