With a Robbie Wessels' adaptation of Rick James’s 1981 hit Super Freak
as the base track, the ad features five super supporters – one for each of the five South African franchises in the series – strutting their stuff while getting to the game.
They’re super cool, super hyped and have super gees; enough to make women sigh and fantasise, children idolise, other supporters nod in admiration. These are the supporters that influence a game’s outcome, the ones that inspire their rugby heroes to play super rugby.
“The Super Rugby season is an exceptionally long one running from February to August. With the end of the 2012 tournament in sight, we wanted South African supporters to up their game and really get behind our local teams,” said Vodacom’s managing executive for marketing, Enzo Scarcella. “Vodacom is no stranger to the South African rugby fan. We’ve used our rugby sponsorship to stir up passion and ‘egte’ South African enthusiasm for our teams before, it was expected of us to do so for Super Rugby 2012. And, with this great new ad, I’m certain we haven’t disappointed.”
Devised by a heavy-weight team from Draftfcb Johannesburg comprising chief creative officer Brett Morris, executive creative directors Mike Barnwell and Gareth Paul, art director Ian Metcalfe and copywriter Brendon Barnard, the TVC was shot over two days in Boksburg and Pretoria by Terence Neale of Egg Films.
The agency also produced a music video featuring Robbie Wessels and his entourage of cheerleaders helping the five featured rugby characters from the commercial get their ‘super gees’ on. Unbranded, this acted as a ‘prequel’, or teaser, as it went viral 10 days before the television ad broke, revealing the super supporters en route to the game. In addition, there are five 10 second cut downs (one for each local Super Rugby team).
“There are supporters and then there are the hardcore supporters; the guys that go the extra mile to show their commitment to the team,” said Morris. “Our ad pays homage to them and their belief that a team jersey and a hat are just not enough. It's full body paint and horns or nothing. They are the ones that give Super Rugby its Super Gees. And Vodacom salutes them because their passion has the power to influence the outcome of a game, because their passion will see this tournament through to the end.”
View the ad here