Sanlam Wealthsmiths Launches ‘Rumble in the Jungle’ TVC



Sanlam Investments has launched its first ever ad campaign that speaks to the investment philosophy of the business and likens it to the legendary Rumble in the Jungle fight between Muhammad Ali and George Foreman that took place in Kinshasa in the former Zaire (now Democratic Republic of the Congo) in 1974.


The ad takes viewers on a journey back to the set of the original face-off as it vividly recounts the eight-round fight that saw defending champion Foreman stumble at the left hook of a calculating Ali. The challenger’s carefully considered plan and cautious strategy eventually saw Foreman’s strength start to wane, and at just the right moment, Ali struck and knocked out his opponent after a series of bold jabs and punch combinations.


With the payoff line ‘Be Bold. Be Cautious – knowing when to be which is what makes us Wealthsmiths’, the new ad reinforces Sanlam’s promise to perform at its best through level-headed processes and rigorous discipline. The marketing head of Sanlam Investment, Robert Thompson says, “The advert highlights how, in much the same way, Sanlam’s investment philosophy is consciously cautious and – when the time is right – strategically bold. We resist the temptation to ride the euphoria of speculation – we remove emotion and we check, re-check and analyse before each investment decision.”


Alistair King, Chief Creative Officer of the King James Group, the agency behind the new ad, adds on by saying, “The ‘Rumble in the Jungle’ is a remarkable piece of sporting history that happened right here in Africa. And Ali brought to that fight a strategy that felt very similar to Sanlam’s investment approach – the power of restraint. Retelling this story also gave us a good excuse to depart from the sentimental approach that many financial institutions are taking with their advertising.”




Agency: King James Group
Chief Creative Officer: Alistair King
Executive Creative Director: Matt Ross
Creative Director: Michael Wilson
Strategist: Megan Clausen
Client service: Taryn Walker & Masha Roginsky
Agency Producer: Caz Friedman
Music: Pressure Cooker Studios
Sound Engineer: Dave Harris (Freq’ncy)
Production House: Giant Films
Director: Robin Goode
Producer: Di du Toit
Editor: Anthony Lee Martin (Deliverance)
Post: Black Ginger




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