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Freshening up for the younger generation
The recent rebranding of polka email & Internet – to have a fresher and more sophisticated look targeting the new generation of young techno-savvy Internet users – includes a set of TV commercials by FCB Cape Town.
The set of commercials, the first of which flighted on national television on 15 July2007, shows diverse individuals talking about their lives and interests.
“The new commercials illustrate how polka Internet is the enabler in people's lives and positions polka as a brand of choice,” says Phuthi Shale, brand manager for polka email and Internet.
“Our cast includes a variety of interesting South Africans, and using combined techniques of live action, 3D animation and design, we have created worlds that feel fantastical,” explains Schalk van der Merwe, creative director, FCB Cape Town. The creative partner on the project was Wicked Pixels.
The use of 3D animation is intended to display the brand's fun side and the use of narrative. For example, Brandon's payoff line, ‘This is my world, this is my way. I'm Brandon at polka.co.za', is meant to personalise the sense of pride and ownership people have towards owning a polka email address.
The ads can be viewed on SABC, e.tv, M-Net, Series Channel and Movie Magic 1 in the prime time slots.
