By now we hope you have seen the latest commercial ‘Get Off Your Ass’ from Virgin Active.
Here is a little refresher:
The commercial conveys a simple message to South Africans to Get Up and Get Active in 2016, via a playful song with lyrics that highlight our tendency to put fitness on hold and allow lethargy to ruin well-intentioned goals.
To amplify this fun tongue-in-cheek commercial, Virgin Active has also launched the site gifoffyourass.co.za – challenging people to express themselves and their fitness goals on social media using fun gifs featuring the characters from the TV commercial.
Check out some of the gifs on gifoffyourass.co.za and share using #gifoffyourass @VirginActiveSA.
A few months ago we had the privileged of having Ryan Stramood host a How To Friday at Ogilvy Cape Town. Ryan’s infectious character and extreme stories left us feeling inspired and ready to take on the world.
When we heard about his next challenge – kicking off at 6pm today – we knew we had to shout about it.
Ryan and the team from madswimmer.com will be swimming for 24 hours straight at the Wits Main Campus swimming pool in an effort to raise money for children’s charities.
The new TVC conveys a simple message to South Africans to Get Up and Get Active in 2016 in a series of scenes and a playful song with lyrics that highlight a tendency to let procrastination and lethargy ruin well-intentioned resolutions to get fit. The TVC culminates in the message that Virgin Active has what it takes in a breadth and variety of options in its clubs to get and stay active.
Zeyad Davids, Chief Sales and Marketing Officer at Virgin Active South Africa, said that he believes the commercial “succeeds in inspiring ordinary individuals to get up and get active all year round. It was crucial that the tone of the campaign came across as motivational rather than judgmental” he said, “so, in conjunction with our agency Ogilvy & Mather Cape Town, we purposefully set characters in everyday scenarios. We also played with a tone that kept closely to the Virgin brand’s well-established witty, straight-up personality. The result, we hope, will encourage people to – firstly have a laugh – and then take charge of their well-being.”
Executive Creative Director at Ogilvy & Mather Cape Town, Tseliso Rangaka, said “We had great fun working on this TVC for Virgin Active, the tongue-in-cheek song lyrics are such a fantastic vehicle to convey the Get Up Get Active brand message in a light-hearted manner. We were very particular about casting ‘real’ looking characters to really bring home the message that Virgin Active wants to encourage South Africa to get active and just a make a start, no matter how big or small.”
The television commercial will be supported by in-club and print advertising as well as a digital and social campaign to be launched shortly. “Gif Off Your Ass”, an element of the social media campaign will allow individuals to download a selection of gifs of the various characters in the commercial that reflect their current mood. These can be shared on social media platforms.
Press Contact for interview opportunities and imagery:
Ogilvy Public Relations, Cape Town
+27 21 467 1034
The Challenge? Launching a distinctive beer with its own character, while remaining true to a brand steeped in heritage and well-loved by thousands of South Africans.
It was never going to be easy, but it did promise to be exciting.
In December Ogilvy & Mather (O&M) Cape Town, alongside South African Breweries (SAB), launched Carling Blue Label beer; SAB’s first foray into the world of single malt beer. As the name suggests, single malt beer is made from a single varietal of malted barley, and has never before been produced on a commercial scale in the local market.
O&M Cape Town’s Managing Director Luca Gallarelli says: “Our task was two-fold: firstly, we had to launch a premium classic lager under a brand with a deeply-entrenched heritage to a fiercely loyal consumer base, while at the same time educating the public around a beer varietal that many are unlikely to have had much exposure to previously.
“With the introduction of this new single-malt beer, Carling has taken a bold new step that not only challenges the current South African beer industry, but also opens a new door for beer drinkers. Our role was to make sure this was positioned correctly in the market, and that it landed with a resounding clink.”
The launch was the product of a collaboration between Ogilvy & Mather Cape Town, Ogilvy Public Relations, OgilvyOne and Hogarth@Ogilvy. As the showpiece of the launch, a TV commercial (TVC) was produced to introduce the single-malt beer to South Africa’s beer-drinking public. O&M Cape Town worked closely with cinematographer Rob Malpage to produce this, selecting an iconic camera movement – low-angled with sweeping motion – to showcase the product as the hero.
Tseliso Rangaka, Executive Creative Director of O&M Cape Town, explains: “The TVC highlights the craftsmanship of the beer through macro photography style accompanied by a bold music track with a powerful beat, masculine edge and unstoppable feel – all serving to really drive home the message that this is a beer that celebrates the achievements of bold men; men who are not afraid of exploring new frontiers.”
Carling’s General Manager Vijay Govindsamy says: “Producing a single malt beer is a skill that requires meticulous detail.” He continues that the move had been made only after being ‘certain that we could deliver an exceptional product with its own distinctive character, while retaining all the qualities that make Carling the country’s most globally awarded beer.
“Both Carling Blue Label Beer and Carling Black Label Beer will stay true to delivering superior taste and rewarding responsible masculinity, and will reflect the values of Carling, in different but connected ways.”