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Prudential’s Beautiful New TVC ‘The Fishermen’ Shot in Madagascar



‘The Fishermen’ is the newest television commercial by Lowe Cape Town for Prudential Investment Managers. In it, a young boy from a fishing village in Madagascar is taught the benefits of unwavering consistency by his persistent, and patient, grandfather.


The story goes:


The boy and his grandfather fished. That was their life. They belonged more to the ocean than the land. But one season the fishing was lean. The other fisherman eventually gave up. The boy asked his grandfather why they kept going out to sea if there were no fish. The grandfather didn’t reply. He just kept doing what he always did – fishing. And when at last they pulled in their net, heavy with fish, it was the boy, not the grandfather, who felt the full weight of the catch. And that night by the fire, the boy looked up and marvelled not at the stars, but at the power of consistency – doing the right things right, day after day, month after month, no matter what the conditions. Because consistency is the only currency that matters.


From the swells rising and falling in and out of frame, to shots of the heavy flapping sails or water droplets on fishing nets glistening in sunlight, the commercial is beautiful to watch. The ad was directed by Kim Geldenhuys of 0307 who describes the most challenging aspect of the shoot as ‘absolutely everything’. The entire team – agency, production, and client – travelled to Madagascar and lived in the fishing village among the locals for the duration of the shoot. While it would have been possible to shoot in a more easily accessible location, the village provided an unparalleled authenticity with extras being cast from the local community. Choosing the effortful route is not surprising of this client/agency collaboration; each frame of their previous commercial, the award-winning ‘South Pole’, was hand-painted to make the footage look as if it could have been shot 100 years ago. Dissimilarly to this previous offering, which showed the perils of not working consistently, ‘The Fishermen’ focusses instead on the inevitable success of daily dedication.


The song used in the commercial was written and composed especially for the ad by Pulse Music. The name of the track is ‘Incorruptible’ and is performed by Jay Lifton featuring Carolyn Leonhart.










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