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Vodacom: Single Ladies

A new television commercial featuring dozens of ordinary South Africans dancing to Beyonce’s hit, ‘Single Ladies’, is an extension of Vodacom’s drive to illustrate that the internet is ‘maklik’.

Devised by Draftfcb Johannesburg executive creative director Grant Jacobsen and his team, the 60-second commercial broke late in June after three 15-second teaser ads flighted for a week to prime television viewers to expect another epic from the cellular network.

The characters from these teaser ads – two elderly farmers, a couple of gym jocks and a construction site foreman – also feature in the new commercial. The central character, however, is a goofy-looking, ordinary guy who goes on a whirlwind tour that starts in his bedroom and takes him to the colourful nooks and crannies of South Africa. He executes the dance routine performed by Beyonce Knowles and her troupe and gets all the ordinary South Africans he encounters along the way, including Vodacom favourites Bankole and De Pinna, to perform with him. The ad concludes with a subtle teaser of its own suggesting that that there is more to come – the final few seconds features show biz-styled text saying ‘connect more’ and ‘live more’ as well as a West End-style logo billing ‘connect for fame’.

Advertising Agency: Draftfcb Johannesburg, South Africa
Executive Creative Director: Grant Jacobsen
Deputy Creative Director: Neo Mashigo
Group Head Creative: Grant Sithole
Art Director: Marcus Moshapalo
Head of Broadcasting: Rachel Andreotti
Group Business Director: Colleen Berrange
Business Unit Director: Michele Phillipson
Account Director: Lorinda Wyatt

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17 comments

takyuz's picture
takyuz
70 pencils

superb acting and casting

Reality Check's picture
Reality Check
1799 pencils

This is signature Vodacom, and fans will find it pure delight.

alexander_bickov's picture
alexander_bickov
3279 pencils

Stupid like Borat.

CGilb09's picture
CGilb09
572 pencils

Um, Borat was hilarious. I have never once been in a theater and heard so many people straight up laughing out loud that hard together. Clearly you didn't get the satire.

But on topic-- LOVE this! You can never go wrong with Beyonce.

Tweet tweet: @ThisAbility

Guest's picture
Guest

Borat rocks, this ad sucks! Get a life**

Guest's picture
Guest

it's unbelievable how ridiculous your comments are. that's really good tvc. congrats guys. very funny and entertaining.

slowrider's picture
slowrider
648 pencils

inspired by : http://www.youtube.com/watch?v=zajW37c_CZg

but the commercial is much better in acting

one should not take life so seriously - as one will not come out of it alive.

valayamadvertising's picture
valayamadvertising
244 pencils

nice dance creates impact

www.valayam.com

Guest's picture
Guest

that's funny~

Sephi's picture
Sephi
139 pencils

haha....

Guest's picture
Guest

SOoo Cool !!

Guest's picture
Guest

quite funny

Guest's picture
Guest

fun!~~~~~~~~~~~~~~`

Guest's picture
Guest

some scenes are greenscreened though... nevertheless it's awesome!

dearabby's picture
dearabby
108 pencils

That's really funny! I personally love commercials where people are dancing or singing along to songs you totally wouldn't expect them to. I'd never heard of Vodacom, but this made me want to learn more about it, which was the purpose of the commercial in the first place: laugh, sing along, get more info on Vodacom. For me it was successful. Good deal!

I dream of a day when chickens will be able to cross the road without being questioned regarding their intentions.

Guest's picture
Guest

None of it looks to be green-screened, and even if it was I still LOVE IT!

Guest's picture
Guest

WTF! Is this a creative idea? I hate Borat, lousy than Borat! Huh!

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