DebtBusters - "Numbers"

Duke Cape Town, South Africa

7834

Brand: DebtBusters
Country: South Africa

Advertiser: DebtBusters

Title	Numbers
Agency	Duke
Campaign	Numbers
Advertiser	DebtBusters
Brand	DebtBusters
Date of First Broadcast/Publication	2017 / 2
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Tagline	Exploring the anxiety of South African's in debt
Story	South Africa is the most indebted country in the world and as a nation we are drowning in debt. And it doesn’t look like the situation will improve any time soon.DebtBusters’ new TV ad talks about the hidden debt that people have. Debt is a fact of life that many of us keep concealed and sometimes it gets out of control. It creeps up on you and before you know it you are in financial difficulty.
Philosophy	South Africa is the most indebted country in the world. As a nation we are drowning in debt and it doesn’t look like the situation will improve any time soon. DebtBusters is reaching out to help. In creating this brand ad, the aim was to connect emotionally with the audience, while also placing DebtBusters at the forefront of a very real battle for South Africans struggling with debt. Portraying debt as a physical affliction was the device that agency Duke conceptualised for this thought-provoking commercial. Building on this initial insight, director Bruno Bossi crafted a narrative that followed the ordinary life of an everyday South African. As we follow the character, played by Andrew Laubscher, we see how his debt grows and grows until he is eventually overwhelmed by it. Bruno drew an incredible range of emotions from the talented Andrew, whose strong performance allows the audience to empathise with his character. Creating a visual language that portrayed the daily machinations of life while also emulating the feeling of this growing debt was one of the key considerations for Bruno and DOP Willie Nel. Keeping the character both central in frame and close to the viewer at all times as well as choosing to shoot with only two lenses created the anxious and claustrophobic mood. Using sound bites of everyday life further enhances the jarring edit, skillfully crafted by Gordon Midgley. The commercial began flighting in early February, a time when historically most South Africans are feeling the economic pinch as the tide of the holiday season has left a wake of debt behind.
Media Type	Television
Length	40 seconds
More Information	http://www.debtbusters.co.za/
Production Company	Carbon Films
Executive Producer	Kirsten Clarence
Director	Bruno Bossi
Creative Director	Schalk van der Merwe
Executive Creative Director	Iain Thomas
Agency Producer	Caz Friedman
Director of Photography (DOP)	Willie Nel
Editor	Gordon Midgley
Colorist	Nic Apostoli
Post Production	BlackGinger
Chief Executive Officer (CEO)	Wayne Naidoo