Chris Saunders and the whole Ola! Films team rolled up their sleeves on SHOUT SA’s latest SMILE campaign, launched 1 September. Under the direction of Chris Saunders, the music video for SMILE takes a different slant from SHOUT’s previous in-your-face messages against crime. This time, the focus is on the source of the problem, the importance of access to libraries and education which comes through loudly in this vibrant new video.
Shot on a shoe-string budget and supplemented by resources from Ola! Films, Net#work BBDO and the cream of South Africa’s celebrity crop, the music video will make you SMILE. No stranger to edgy music videos, Saunders pulls the piece together with flash, style and an infectious sense of fun – a departure from the necessary seriousness of the previous two campaigns. Written by Mi Casa and SHOUT co-founders, Kabelo and Danny K, the song’s originality makes for fresh, upbeat listening. With slick, dance routines from the V.I.N.T.A.G.E dance crew, both the song and music video will have South Africans humming.
Once again, SHOUT has achieved what it does best: with big youth market appeal, it makes you think. It’s a message the Ola! group is proud to stamp its name on, with everyone from highly acclaimed directors, Amy Allais and Mfundo Mkhize acting in various capacities, to producers extraordinaire, Olivia Leitch and Leanne Sanders, deeply invested. The unmatched enthusiasm of the celebrities, agency and crew has created something worthwhile and relevant that is sure to light up South African screens for the foreseeable future.