The “lost dog” television commercial from FNB is the second brand advert that demonstrates FNB’s ethos of helpfulness. The first in this series of brand television commercials, showed a young girl singing the national anthem in a stadium packed with thousands of people. The commercial was flighted at a time when South Africans needed a reboost of national morale, following the end of the FIFA World Cup 2010™.
FNB Chief Marketing Officer, Bernice Samuels says:”With ‘the Anthem’ commercial, we generated debate around national pride and helpfulness. The commercial was different from any other brand positioning communication ever seen. With the new commercial we have once again reinforced our fundamental ethos of helpfulness”.
The FNB ‘lost dog’ commercial tells the story of one person going to extremes to help another and it is a story that has already incited lively conversation. The location was chosen to portray scenes that evoked small town life, with the energy of a city environment. To achieve this, the commercial was shot in Sea Point, Kalk Bay and Muizenburg in the Western Cape.
“We wanted the commercial to touch on the South African spirit of altruism, bring in the culture of helping others and also touch on an emotionally rich territory of the relationships we have with our pets. The story, which has a thought-provoking twist at the end, touches on human kindness and man’s best friend, but above all, the great lengths one person can go to help another,” explains MetropolitanRepublic Account Director, Dennae Rosenstein.
“The best ideas are the truly simple, single minded ones, and director Greg Gray has successfully brought this one to life, in the form of this beautifully emotive and visually arresting film,” says Helena Woodfine of Velocity Films, the production company behind the commercial.
We believe the words “blessed are the people” have a universal relevance and reflect a sense of morality. “We wanted to explore the different ways of expressing the truism: ‘Where there’s help, there’s a way’ and translate it back to the FNB philosophy of ‘How can we help you?’”, concludes Samuels.
Since the launch of the advert feedback received via social network twitter has been very positive, with comments posted such as “This FNB advert with the missing dog, gets me each time, awesome ad”. “Absolutely brilliant ad by FNB with the lost dog. Too good” and “Wow what a good advert from FNB, with the found dog, I got goose bumps.”
To view the advert on YouTube go to: http://bit.ly/q9PCel