New Belgium Brewing Company’s ad “Tinkerer” features a man in backcountry America reconstructing an old beat up bicycle he finds in his garage. It is clear that his time and dedication has paid off when the headlight breaks the darkness of the garage and he joyfully rides into the early-morning horizon on a dirt road. The written message, “Follow your folly. Ours is beer,” is succeeded by an image of a bottle of Fat Tire beer poured into a glass.
Agency: Amalgamated, New York Creative Directors/Copywriters, Jason Gaboriau, Doug Holt Production Company: Rupert Stow Associates Director, Jake Scott; DP, Chris Soos; Executive Producer, Fran McGivern Editorial: Whitehouse Post Productions, New York Editors, Rick Lawley , Jeff Jay Audio: audioEngine Mixer, Tom Goldblatt; Assistant Mixer, Kelley E. Harnett
The Best Work You May Never See: Sam Coleman Directs “Original Feeds Original” For KFC Africa Out of Ogilvy Johannesburg
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More