anyone seen the new johnnie walker south africa ad?

domhatch · 2013-05-06T11:42:31+00:00

there's a guy walking through a whole series of important events that occurred throughout sa history. i'd be interested in your thoughts if you have seen it,...

anyone seen the new johnnie walker south africa ad?

Shibbibilybob

ShreddySmurf wrote: Right, so I have a minute or two...

[rant]

Once you've watched it, go check out their growth figures. 8)

Hhhhhhm, not sure what you're suggesting here?

I've watched it, but not checked out the growth figures. I can vouch that, from a customer perspective, Capitec seem to deliver on what they promise in that ad.
I have an account at Capitec and at another bank, and my capitec account costs a whole lot less, and pays out a whole lot more interest. Plus they send me an sms monthly, with a tally of my bank charges vs interest earned for the month.
Also, I've gone to the bank after work for almost all my dealing with them, which is awesome.

I'm impressed.

Warren

Shibbibilybob wrote:
Hhhhhhm, not sure what you're suggesting here?

Just pointing out that Capitec's focus has been on the benefits of banking with them (from an advertising point of view) rather than some vacuous bullshit about "Today, Tomorrow, Together." And that their growth figures (which are massive) indicate that their campaigns have been very successful (of course, it's not only advertising that is responsible for that growth, but as an entry point to the brand it is modern, succinct and effective).

Bob-Dubery

ShreddySmurf wrote:
Shibbibilybob wrote:
Hhhhhhm, not sure what you're suggesting here?

Just pointing out that Capitec's focus has been on the benefits of banking with them (from an advertising point of view) rather than some vacuous bullshit about "Today, Tomorrow, Together." And that their growth figures (which are massive) indicate that their campaigns have been very successful (of course, it's not only advertising that is responsible for that growth, but as an entry point to the brand it is modern, succinct and effective).

Yes. They've got a good alignment between their target and the message of the advert. Interesting to note not just what Capitec say but HOW they say it. The ads are very low on bling and metaphor. Again it's something that the customers they are trying to attract can understand.

That said, I now think that the JW ad is appealing to our sense of or need for sophistication (or the veneer thereof).

Shibbibilybob

The best thing about Capitec advertising is the intention. In the branch I use, I never see literature or posters advertising loans, or encouraging me to borrow money. Standard bank on the other hand, cant wait to get me into debt. Every poster is telling me how much I could borrow, and I cant even have my monthly internet transfer limit exceeded without being offered an R40000 over draught.

Capitec has posters about saving, not borrowing.

singemonkey

Seems very straight forward to me. A majority of us on this forum are, not to put too fine a point on it, white and from historically privileged backgrounds. This advert is not aimed at us. It is aimed at the rapidly increasing black middle class who are responsible for most of the growth in SA today. This group grew up mostly in poverty, and fighting a political struggle for their rights.

This advert is aspirational. It says that the journey has taken them away from that to a new place represented by the walker in his smart suit. A place where you can relax and begin to enjoy things that you couldn't possibly get your hands on before - security, affluence, influence, education, entertainment, and, yes, whiskey. It invites the viewer to feel a warm nostalgia for the hardships of the past while looking forward to a much easier future.

Whether it works or not I couldn't say. But I'd imagine if I'd been through all that, I'd be tempted by an invitation to feel confident, relaxed, and entertained... with whiskey.

Warren

singemonkey wrote: Seems very straight forward to me. A majority of us on this forum are, not to put too fine a point on it, white and from historically privileged backgrounds. This advert is not aimed at us. It is aimed at the rapidly increasing black middle class who are responsible for most of the growth in SA today. This group grew up mostly in poverty, and fighting a political struggle for their rights.

I agree, except that alongside the snippets around things like Vilakazi street, you have some arguably far more white-centric stuff like rugby and historic heart transplants, which really just comes across as an annoying nod to political correctness and has little to do with the political struggle of blacks.

I've seen a number of other alcohol brand ads (specifically some cognac brand I can't recall the name of) that target the same market but do so more convincingly. I'll try to find some YouTube vids.

strataxe

Big G wrote: Personally, without getting too much into BEE and Racial profiling, I think its a terrible advert.....

I think Julio M must have been a consultant on it or something, as it would be an advert that he would be proud of... It basically says to me 'rise up and fight the machine', with the machine being the 'white supremacists' of yesteryear? Having said that, I could just be completely misinterpreting its intentions? I just feel that this country is so tipped on a knife edge, and can go either way from one 'colour-blind' nation or to a 'one colour' nation (reverse apartheid scenario) all too easily, and adverts like this add fuel to an already intense fire?

If anything I have said above offends anyone, I am sorry, this was not my intention, or if it's 'not allowed' on open forum, then mods please feel free to remove my comments.

Regards
G!

yaaa...so true. They're trying to get into the black market. Pathetic. Won't drink Johnny Walker again soon. When they started their ads having Mandela in I cringed...

Tokai-SA

"Our future will not be written by the great strides of yesteryear, but by the ones we take today".

If that's the case the dude in the advert should be walking backwards, not forwards.

Arno-West

Ok, from the 3 page comments, this ad has achieved some recognition and publicity. BUT, as someone who work with ad agencies and not-so-"creative directors" on a weekly basis, I will state that it totally misses it's market. If I never had a whisky in my life, how the f&&ck would I know who or what a Johnny Walker is? Errr...Maybe they're an accounting firm...eh?

Maybe cos it's alcohol,which is (along with cigz) an un-PC subject, they don't show the product.

A waste of time, money for JW and a general re-cycling of a lame/over-used theme. Lazy-ass 'creative director" probably slapped the idea together after spending a night out, drinking a bottle of Bells.

I still prefer Jack Daniel's...and I would walk to a bar for one should my car break down.

Bob-Dubery

strataxe wrote:
Big G wrote: Personally, without getting too much into BEE and Racial profiling, I think its a terrible advert.....

I think Julio M must have been a consultant on it or something, as it would be an advert that he would be proud of... It basically says to me 'rise up and fight the machine', with the machine being the 'white supremacists' of yesteryear? Having said that, I could just be completely misinterpreting its intentions? I just feel that this country is so tipped on a knife edge, and can go either way from one 'colour-blind' nation or to a 'one colour' nation (reverse apartheid scenario) all too easily, and adverts like this add fuel to an already intense fire?

If anything I have said above offends anyone, I am sorry, this was not my intention, or if it's 'not allowed' on open forum, then mods please feel free to remove my comments.

Regards
G!
yaaa...so true. They're trying to get into the black market. Pathetic.

Pragmatic. I'm not sure I agree that the ad is aimed only at black folks, but the black middle class in this country now has more buying power than its white counterpart. Their money is as good as anybody else's.

Won't drink Johnny Walker again soon. When they started their ads having Mandela in I cringed...

Warren

Arno West wrote: Ok, from the 3 page comments, this ad has achieved some recognition and publicity. BUT, as someone who work with ad agencies and not-so-"creative directors" on a weekly basis, I will state that it totally misses it's market. If I never had a whisky in my life, how the f&&ck would I know who or what a Johnny Walker is? Errr...Maybe they're an accounting firm...eh?

Not sure how you figure that the group of people being targeted don't know what Johnnie Walker is, or have never had a whisky in their lives?