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Net#work BBDO has unveiled an emotive new television commercial for Coronation Fund Managers which further entrenches Coronation’s chosen platform, ‘Trust is earned’. Jenny Glover, Joint ECD at Net#work BBDO says that she believes that the direction of the piece, and the story portrayed is a poignant way to convey the importance of trust in a relationship.

“A lot of companies might claim to be trustworthy, but in the case of Coronation, they not only have hard evidence, but a set of values that drives consistently great performance. They understand that trust is hard won, yet can be so easily lost,” says Glover.

“We were lucky enough to find a true story that echoes the culture Coronation holds dear:  No matter how much experience you have, you never take your clients’ trust for granted.  You exist because of them, and for that reason you never stop working to earn their trust.”

The new commercial portrays a village and the trust bestowed upon a doctor by the small community. The viewer is privy to a snapshot of the 32 years that the doctor practised in the community delivering countless babies and attending to various ailments. Throughout the piece you’re acutely aware of something unusual, only to discover that the doctor was in fact blind for the majority of his career.

Glover says that the message is intended to resonate with viewers long after seeing the piece.  “This is not a fable that viewers should learn from, but rather a true story of a time passed when trust defeated any doubt.”

Brent Singer, Joint ECD at Net#work BBDO says, “Our aim was to transcribe the story as authentically as possible. We shot the advert on film to ensure the piece felt like it was being told in the 30’s when it took place. Every element including each set, the props, the wardrobe and the actors were employed to ensure the period was portrayed accurately.”

“Ultimately, it’s about attention to detail. Every single engagement with the Coronation brand has to reflect the rigor and attention to detail applied to what they do,” says Singer

The Coronation television commercial will air from May 2014.

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