Leisure & Entertainment

Tuesday, 17 December 2019 10:33

M&C Saatchi Abel’s Takealot.com Christmas ad delivers punch and cheer

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Multiple award-winning agency M&C Saatchi Abel has kicked off the festive cheer with its new Takealot.com Jingle Kelz Christmas advertisement, by demonstrating yet again that it is on the pulse of the social reality in the country, with a razor-sharp sense of humour.

The latest advert with one of the agency’s long-time clients and friends Takealot.com follows hot on the heels of the equally poignant and funny Nando’s Mzansipoli advert, which, in true Nando’s advertising style, is hilarious, provocative and edgy.

This is the second time satirist, comedian and writer Lesego Tlhabi has featured in a Takealot.com advertisement, and Gordon Ray, Creative Partner of M&C Saatchi Abel says: “We worked with Lesego on a Takealot.com advert earlier this year, where her Coconut Kelz character took viewers on a tour of the Takealot.com warehouse.

“Kelz is a white Sandton woman trapped in a black woman’s body, perfect for appealing to South Africans. Her sharp wit and hilarious commentary on topical issues makes her a fresh choice for Takealot.com.

“Notorious for not liking to struggle, we felt Kelz was the perfect person to show viewers what convenience looks like in a funny, satirical jab at contemporary South Africa that appeals to a broad range of viewers.”

The Christmas holidays are very important in South Africa, and M&C Saatchi Abel’s brief was to create an advert that would stand out from the other festive season adverts on TV, something that “would cut through the noise,” says Ray.

“Shopping for gifts during Christmas time is known to be a schlep, having to deal with crowds, queues and lots of carrying. So, the idea was to show how Takealot.com removes the struggle of festive shopping by offering thousands of products that can be delivered straight to your door.”

Set in her upmarket Johannesburg home, the story involves Kelz speaking to the viewers in her signature style. The advert and set allude to a white Christmas and poke fun with highly nuanced South African jokes.

One of the highlights is the Christmas jersey Kelz is wearing, and has proven to be a hit with viewers, along with a host of other clever devices throughout the advert.

Having recently scooped three awards at the Financial Mail Adfocus awards, including Large Agency of the Year, Partnership of the Year and Industry Leader of the Year for Chief Creative Officer Neo Mashigo, M&C Saatchi Abel continues to deliver work that resonates with audiences, and founding partner and CE Mike Abel says: “At the end of the day, our job is to create value for our clients, and it certainly helps that we are able to have fun while doing it.”

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Stephanie Dawe
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Established in 1995 by brothers Maurice and Charles Saatchi and founded on the philosophy of Brutal Simplicity of Thought, M&C Saatchi is today the largest independent advertising agency network in the world, with 29 offices globally. Locally, the M&C Saatchi Group (South Africa) comprises six separate companies, one of which is M&C Saatchi Abel. The agency’s doors opened in 2010 and, in less than five years, grew to have offices in Cape Town and Johannesburg, as well as a presence throughout sub-Saharan Africa. In addition to being one of the most influential agencies in the country, M&C Saatchi Abel is renowned for creating beautifully simple solutions to a complex world that have earned the company an ever-increasing list of accolades and awards. The remaining companies in the M&C Saatchi Group (South Africa) are M&C Saatchi Connect, M&C Saatchi Africa, Dalmatian, Creative Spark and Levergy.

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