Executive Creative Director
at
King James Group (Part of Accenture Interactive)
Cape Town, South Africa
| Title | Say I |
| Agency | King James |
| Campaign | Say I |
| Advertiser | Santam |
| Brand | Santam |
| Date of First Broadcast/Publication | 2019 / 10 |
| Business Sector | Insurance |
| Philosophy | If you’ve worked hard for the things you own, say I. If you’ve built your business from scratch, say I. If your insurer does what it promises when it says it will, say I. Santam’s new ‘Say I’ campaign encourages South Africans to think about the value of insurance and to ‘say I’ to protecting what they’ve accumulated. Conceptualised by the King James Group, the TVC features South African actress Lesley-Ann Brandt – best known for her roles in Spartacus and Lucifer. Brandt, who emigrated to New Zealand with her family at the age of 17, now lives in Los Angeles and this advertisement marks her first time doing television work in South Africa. The campaign creative cleverly uses the traditional English affirmation expression - “Say Aye” or “Say I” – meaning “Yes” to confirm certain questions posed and in essence saying YES to what the Santam brand stands for. The advert also positions Santam as a more modern, relevant, inclusive brand that appeals to all South Africans. |
| Media Type | Television |
| Length | |
| Actor / Celebrity | Lesley-Ann Brandt |
| Executive Creative Director | Devin Kennedy |
| Chief Marketing Officer (CMO) | Mokaedi Dilotshotlhe |
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