Fri 21 Aug 2009
According to Biz Community, Bokomo Foods will be issuing a new television commercial featuring the song “Beautiful” by The Parlotones.
The commercial will air from August 13 until September 27 on M-Net, e.tv and SABC1, 2, and 3 and is to focus on the company’s corporate social investment interests (CSI).
In the advertisement, Bokomo Food’s involvement with the Jag Foundation’s ProNutro Jag-Runners program will be portrayed through young Elana Meyer and fellow children as they are pictured in mirthful everyday situations (ie, playing, sitting in class, eating breakfast, and cheerfully planting trees).
The award winning design and illustration team Am I Collective worked on the commercial’s animated titles, which work to enhance the bond between viewer and visuals. Murray Mackintosh, who directed the video, worked to portray a lively atmosphere and succeeded in selecting just the right backing track in The Parlotones’ “Beautiful.”
Creative director of Herdbouys éKapa, Duncan Wares, reported: “The commercial was filmed in black and white, editorial style, to reflect the ‘realness’ of the action. It is honest and down to earth. The kids are not actors, they’re actual learners just doing what comes naturally. We captured real moments, recognizable to people of all walks of life.”
This is not the first time that “Beautiful” has found itself on a television ad – the first time was just before the band’s international debut, when the song was selected to be on an Irish commercial. The Parlotones tour begins this autumn in the UK.
It wasn’t long after people outside South Africa began hearing the Parlotones’ song that the band found they were in high demand in the UK and Europe. Earlier this year the band toured the UK beside Starsailor, with brilliant results. This fall the band will return for yet another stint around the UK – a sight not to be missed.
