The latest from 140 BBDO is a follow on from their award-winning “To the Masters” campaign starring Jamie Foxx for Oude Meester. Taking the baton is Idris Elba, who plays Mandela in Mandela: Long Walk To Freedom, continuing the story of Mastery for the brand.
Matching Foxx’s charisma, the commercial has Elba imparting his advice on mastery to the up and coming young master – South African actor Siyabonga Radebe (District 9). However, as he discovers at the end of the commercial, real mastery is having the humility to learn as you go. In this case, the South African Xhosa language.
The music is by Texan composer and master himself, Graham Reynolds, who some will remember playing a grand piano on stage at Design Indaba earlier this year.
Agency: 140 BBDO
ECD – Ivan Johnson
Creative team – Alexis Beckett & Mike Pearson
Director – Kim Geldenhuys
DOP – Paul Gilpin
Editor: Ricky Boyd
Sound: Arnold Vermaak
Effects: Black Ginger
Music: Graham Reynolds
Production: Egg Films
Producers: Jon Ronbeck, Lee-Anne Jacobz, Sarah Southey