Natalie Bisset reveals creative behind 'Let's Get Down to Business' TVC

We talk to Natalie Bisset, GM of marketing at King Price to discuss the creative inspiration behind the making of the TVC, in collaboration with Xfacta and Team Best Productions.

Watch the Let's Get Down to Business TVC below:

1. The TVC has an intense yet playful feel. What was your mandate from a strategic perspective?

Our directive was to maintain King Price’s character, while clearly communicating that we are moving into business insurance; taking on a slightly more serious tone compared to our characteristic informal, cheeky tone of voice.

The commercial is designed to speak to business owners who are both proud and protective of the company they have nurtured and grown. Through the TVC, King Price is aligning us with business owners. We are saying, “Hey, if anyone can understand what it means to be passionate about business, we can. We have worked hard to achieve our imperial track record and we take business as seriously as you do. Let’s knuckle down and get things moving.” It is an approach that resonates with our “make it happen” target market.

2. The TVC is filled with muted tones, dramatic slow frames and close ups of individuals. Please explain the creative or artistic process behind the TVC.

We wanted this business insurance announcement to be aimed directly at the owners of both large and small businesses. We wanted to zone in and visually represent a sense of understanding.

The treatment was intentionally muted to show that the company is not painting an unrealistic picture of business. We know that every business has its ups and down. The real world cannot be accurately represented with an oversaturated, veneered treatment.

3. Were the scenes shot at real work sites around South Africa, in studio or a combination of both?

All scenes are actual work sites. The range of businesses was intentionally broad to show that the company is equipped to handle any business – from the small coffee shop to the massive mining operation. The cast included real business owners and actors. We wanted to represent the South African entrepreneur demographic accurately.

4. The TVC voiceover is loud and powerful, with almost a preaching tone. Along with the intense background music, what was the inspiration for the tone of voice, instruments used and overall sound of the TVC?

In this time of economic uncertainty in South Africa, it is important to encourage our brave entrepreneurs. They go out there and get their hands dirty in order to make a success of their businesses and in turn grow our economy. We imagined the speech being delivered to an audience in a community hall. It had to be inspirational and energetic. Entrepreneurs know how important it is to be motivated and encouraged to keep pushing and putting in the effort, because one day the sweat is going to yield results. Our voice over was intended to do this.

The sound effects and music contain industrial sounds that build in the background to enhance the visuals and voice over.

5. Ultimately what are you hoping viewers will take away from the TVC?

We hope that viewers will look at the brand as a serious player in the business insurance market. It is the same business with the same characteristics that customers have come to know and love, but now we are adding an extra ability – and we are ready and willing to get down to business. This does not mean we will now wear suits and ties. What clients are interested in is a reliable product offering, at the cheapest possible price and a company that they can relate to, which is exactly what we offer, to both business owners and the man in the street.