GAME THRIFTY FIFTY TVC DIRECTOR’S STATEMENT
“For Game’s 50th birthday we wanted to craft a TVC that celebrated South African’s and the idiosyncrasies of our culture. It’s a tribute to all the savvy shoppers out there. The character at the heart of this needed to be not only be in line with this idea but be instantly recognisable. We landed on that Auntie we all know that can tell you all about all the good deals in town - you know the queen of the two for one special. But her essence also needed to make the whole thing playful and fun. I wanted there to be this inner diva living inside of this quaint, unassuming Auntie. I wanted her energy to immediately take the audience by surprise. We also equipped her with a device familiar too many South Africans - the ice cream tub that has been reused for leftovers. So to celebrate this quintessential South African character and her quintessential South African thriftiness I decided to transport her modest living room onto the set of a game show. I wanted there to be this presence of a live studio audience that could lure out her inner Beyonce. It took me and my crew in this “game show” direction that lent itself to those over the top crash zooms and a garish spotlight which amplified the comedy and the surrealism of the commercial. As South African’s we’re brilliant at identifying the absurdities in our ways and seeing the humour in ourselves, it allows us as creatives to bring to life characters such as Auntie Fatima.”
Thank you to the ODD Number agency for the oppurtnuity to work on this onwards and upwards.
Michael Rodrigues
