Fresh from winning Gold, two Silvers and a Bronze at Cannes Lions last month, Egg Films’ director Sunu has released his most ambitious ad yet: #ISeeYou, Ogilvy Cape Town’s new campaign for Metropolitan that shifts the focus off the financial giant and onto its customers, with the message, “We see you. We’re for you.”
The spot follows musical pioneer Spoek Mathambo around Johannesburg between midnight and the early hours of the morning, as he acknowledges real people for what they’re already doing to make everyday a success. These vary from taxi-drivers, security guards and shop keepers to explosive creatives like fashion designer Floyd Manotana from Floyd Avenue; jazz band Gontse and the Puzzle; and street artist R1.
“It’s important for us as Africans to celebrate the broad range of people who drive African success,” says Sunu. “I loved the idea of introducing these diverse characters to the world in a heroic and cinematic way – irrespective of their trade or profession.”
Shot by Rory O’Grady with Keenan McAdam as the production designer, the spot is another visual feast of unapologetically Afrocentric aesthetics, which has already been featured on leading international commercials production trade Shots. The ad does more than just ‘see’ the people it profiles, but rather finds the beauty as it recasts them as heroes in our national story.
Conceptualized by Prabashan Pather, Tariq Bailey, Anna Nurse and Xolisa Radebe of Ogilvy Cape Town, the spot was edited by Ricky Boyd at Deliverance Post Production, with music by Simon Ringrose at Say Thank You
Hailing from the townships of Zimbabwe during the turmoil of the Civil War, Sunu’s career path reads more like a movie than real life. His sporting abilities enabled him to travel and study, resulting in a degree in Organizational Psychology from the University of Cape Town. Despite a promising banking career, Sunu’s dream of filmmaking soon took over. Within three short years, he received several prestigious directing awards for commercials such as Nike and Coca Cola, while his short film, Riding with Sugar, was screened at Cannes. In 2006, Sunu landed his first feature directing assignment with Lionsgate, Pride, which tells the true story of Jim Ellis (played by Academy Award nominee Terrence Howard) – a black swimming coach who transformed the lives of troubled inner city youths in Philadelphia. Sunu returned to South Africa in 2013 and quickly picked up where he left off, directing commercials for high-profile brands such as Standard Bank, Vodacom, and South African Breweries. His One Source music video with Khuli Chana for Absolut won Gold, two Silvers and a Bronze at Cannes Lions in 2017, after being the most awarded campaign at The Bookmarks. See more of Sunu’s work at https://eggfilms.tv/south-african-commercials-director/sunu/.