Unisa has released an emotive new television commercial to launch and reinforce its new brand proposition – Define Tomorrow. Brad Reilly from creative agency Net#work BBDO says that the film is a moving glimpse into the tenacity of a UNISA student who unlike most university students accesses his or her higher education through online and distance learning. “Many UNISA students have dual lives to support themselves and the people around them. It’s a tough and highly admirable situation driven mainly by the need to make the most of themselves and ultimately, define their tomorrow.”
“Our strategic and creative intent was to amplify the significant value of a UNISA degree and its social impact; through distance and online learning, UNISA is able to provide access to higher education to those tenacious individuals who have no means or resources to acquire a degree on a full time basis. All students undertake their own version of hardship to achieve a degree and the university has developed a unique breed of doers, thinkers and pioneers in the process,” says Reilly.
Reilly says that the overarching theme for the treatment is authenticity. “We tried to bring that through the treatment as much as possible. We shot predominantly at night in the streets of Johannesburg using the light that was available to us, and limiting any artificial lighting. We didn’t want to overcomplicate things stylistically and kept the grade close to what we saw on the camera.”
The commercial opens depicting the challenges faced by a late night cab driver who on returning home in the morning immediately starts a day of studying, while still caring for his young son. Before long the day is over and he’s off again to start an evening long shift carrying party-goers around town. Each morning his father is waiting for him to return until one morning when he’s not there. He enters the house only to be greeted by his parents and son – who proudly presents UNISA correspondence to him – and confirmation of a pass.
The musical arrangement was created in collaboration with Audio Militia and acts as the emotional thread throughout the film. “In keeping with the authenticity we want portrayed in the piece – the track was recorded using actual instruments and we feel it helps to really understand what the character is going through,” says Reilly.
Advertising Agency: Net#work BBDO
Executive Creative Director: Brad Reilly
Creative Director: Tim Beckerling
Art Director : Steven Tyler
Copywriter: Kyle Jacobson
Agency producer: Caroline Switala
Production company: 0307
Director: Kevin Fitzgerald
Producer: Brad Logan
Sound production: Audio Militia