Three commercials were shot for Castle Loud, the SABC1 music show aimed at young and hip black youths, and one commercial for the Castle beer brand entitled "Truck".
The "Truck" in the Castle "friendship brew" theme demonstrates the brand's appeal to black consumers, both male and female, through a one-take, laid-back treatment featuring five young men walking in an urban street. A Castle branded truck passes them and they perform a hip hop salute in unison which demonstrates a spontaneous and unified approval of their bonds of friendship.
Miles Goodall, Director and founding co-partner at Suburban Films comments: "The commercial was shot in a single take, making it logistically difficult for the timing of the people and the truck to be perfect. We had to block traffic lights at four intersections and the truck had to go around four blocks to return to start position - once each take was going, there was no way of stopping it. The actors had to react to the truck when it was actually behind them but appeared through the camera to be passing them. The timing and performance was crucial but they were fantastic - real loose and full of rhythm!"
The Castle Loud series is based on creating sound contrasts together with visual layering.
Ogilvy & Mather copywriter, Kedi Mulaudzi explains the use of praise poetry in the commercial. "Lately advertising is full of ideas but little reality or relevance. We chose praise poetry because the market we are targeting is influenced by the African Renaissance. Through using the praise poetry language style to communicate, Castle is appealing directly to its audience."
Images of cars, trucks, trains and people are stretched, blurred and slowed down in the background and foreground providing visual "noise". Colour techniques and blurs are used in order to give the commercial a contemporary look and feel.
Peter Badenhorst, executive creative director at Ogilvy & Mather, Rightford Searle Tripp & Makin, remarked, "We had an extremely enjoyable and collaborative time working with Suburban Films on this shoot. We found them to be relaxed, lateral and enthusiastic to work with, interested in solving problems and pushing new ideas. The result was a fresh, polished product and SAB were delighted."
Comments Miles Goodall, of Suburban Films, "This was a very stimulating shoot and we found both client and agency very receptive to our input and creativity. We can all be proud of the end result."
