Nedbank TVC ‘Reins’ | 8 horses and 5 months of Production Later



Nedbank’s new business banking TVC titled Reins demonstrates the importance of successful partnerships. Creative agency Joe Public used the metaphor of a ‘coach’ to illustrate the role Nedbank plays in championing the growth of its clients’ businesses. The campaign’s insight is that in every business cycle, there is a peak moment when the business owner realises they need assistance to grow and take their business to a new level.


Directed by Velocity Films’ Greg Gray, Reins is a beautiful portrayal of the life story of a farmer and a foal, who grows up to be a winning racehorse – but only with some outside help. The agency says, “The story transcends throughout the various growth stages of the horse, with the key moment in the commercial being when the farmer realises he can no longer effectively train the horse himself. Rather than quit his dream, he calls on someone more capable and experienced to partner with him to take his horse to victory – elegantly signifying the importance of having the right partnership.”


The ad was filmed on a picturesque Wellington farm and a racecourse in Durbanville in the Western Cape. The commercial required seven months of technical production and six days of filming the 8 different horses which star in the ad.





Agency: Joe Public Johannesburg
Client: Nedbank (Vanessa Singh – Marketing Head Retail & Business Banking)
Chief Creative Officer: Pepe Marais
Executive Creative Director: Adam Weber
Copywriter: Amy Auret
Art Director: Ryan Allman
Business Unit Director:Khuthala Gala Holten
Account Manager: Gontse Chipane
TV Producers: Helen d’ Hotman & Ananda Swanepoel
Strategic Director: Laurent Marty
Production Company: Velocity Films
Director: Greg Gray
Director of Photography: Paul Gilpin, Peter Tischhauser, Devin Toselli
Production Art Director: Chris Bass
Executive Producer: Helena Woodfine
Producers : Helena Woodfine / Mitzi Bunce
Editor & Company: Ricky Boyd / Deliverance
Post Production Online: Blade
Post Production Offline: Deliverance / Ricky Boyd
Sound Studio: Louis Enslin – Produce
Music: Stay Alive / Jose Gonzales
Publishers: Gallo South Africa, Sony ATV, Gresham


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  1. Beautiful commercial guys. But is gambling the right association for a bank?

  2. Beautifully shot and all that… But is it rather a bit too close for comfort when viewed alongside the recent Investec ad?

  3. Dislike this advert intensely. Small foal taken away from its mother and bottle fed. Then forced into horse racing – an awful “sport”. Many horses are injured and killed for the monetary gain of a few people. Then often turned into horse meat when they no longer win and make money for the owner. Nedbank should be ashamed to be associated with this.