PF JONES :: A SABC1 brand film by Laurence Hamburger

CHOSEN BY WES PHELAN

The TV ad that relaunched SABC1 Ya Mampela is an old one but still a great one in my opinion. A very simple story with an amazing twist sees us following a young man on his day-to-day journey.

This is truly one of the ads that made me fall in love with the medium of film. The storytelling is captured in the most cinematic way: real, raw and edgy. Such a simple insight coupled with finely-crafted visual storytelling makes this one of the all-time greats.

The tension built through the evocative idea is paired with an amazing soundtrack by Mapaputsi titled Kleva, which really drives home the thought-provoking subject material.

The internet says it was banned many years ago; I will have to ask the esteemed writer and creative director of the commercial Festus Masekwameng the real story. However versions of it still exist online and the social commentary is still just as relevant today as it was ten years ago.

If advertising is meant to open our minds to a new perspective then this ad is a true benchmark.

The team who created it includes some heavy hitters of the industry: Nicolas Pereira, Camilla Herbenstein, Gary du Toit and the legendary Sandy de Witt, with music by David Campos and Mapaputsi (GhettoRuff/MuthaLand Records). It was directed by Laurence Hamburger.

It may not have won all the international awards but it certainly won many hearts. I like that.

ABOUT WES PHELAN

Wes Phelan is a South African creative director currently working in New York City. Since joining Johannes Leonardo in 2013, Wes has worked across a number of the agency's accounts, most notably on Adidas Originals and TripAdvisor. His work on these brands has resulted in significant business growth and impact as well as a successful international awards tally with multiple Cannes Lions, including the first Grand Prix awarded in the new Music Entertainment category in 2017 for the Adidas Strikethru campaign.

Most recently he has focused his efforts on the adidas Originals business, where he currently oversees all global creative communication for the brand. In Adweek’s 2017 top 100, Wes was recognised as one of the top 22 creative directors “who is completely reimagining what’s possible.” Wes has been featured in the Cannes Game Changers book and exhibition, that celebrated 60 years of advertising that has transformed the landscape of the creative industries.

'PF JONES' AWARDS

:: Grand Prix, Loeries, 2004
:: Three Craft Golds, Loeries, 2004
:: Best Casting Director, Dogstar Awards, 2004
:: Went viral nine years later, with nearly 1m views on YouTube

CREW

:: Agency: TBWA\Hunt\Lascaris, JHB
:: Creatives: Festus Masekwameng, Nicolas Pereira, Camilla Herbenstein, Gary du Toit & Sandy de Witt 
:: Agency producer: Jo Barber
:: Production company: Egg Films
:: Director: Laurence Hamburger
:: Producer: Jon Ronbeck
:: Cinematographer: Denzil Armour-Brown
:: Sound design: Paul Baxter of Sonovision 
:: Art director: Lisa Perry
:: Wardrobe: Elmi Badenhorst
:: Editor: Adam Jenkins
:: Cast: Tyronne Phillips
:: Casting: Teresa Munchik & Heather Parker, Heat Casting
:: Music: David Campos and Mapaputsi, GhettoRuff/MuthaLand Records