The skills you learn as a youngster at SCOUTS South Africa stay with you for life. And in this commercial, we see those skills being brought to bear to save a life as a man resuscitates a girl who nearly drowned.

Part of a SCOUTS South Africa “Learn It Young. Remember It Forever” campaign from Cape Town agency Not Norm, the commercial was directed by Gregg Bailey of production house Velocity Cape Town.

“During a strategic meeting it occurred to me how much of what I know I learned before I was 16,” related Gavin Whitfield, executive creative director of Not Norm, an agency assisting SCOUTS South Africa with its digital strategy. “Those memories are vivid. Those skills are ‘forever’ learned. Like riding a bicycle or swimming or how to catch a ball–they become instinct. They’re latent, just waiting for when they’re needed. I felt this tapped into a space that would be motivating for both parents and kids alike. Scouting focuses on young people learning in a fun environment. It teaches so many things that this country is in desperate need of. I think SCOUTS SA has a real role to play. You don’t teach a twenty year old right or wrong or how to socialize; it’s too late. If they learn these things young, they’ll remember them forever!”

Credits

Client SCOUTS South Africa Agency Not Norm, Cape Town Gavin Whitfield, executive creative director. Production Velocity Cape Town Gregg Bailey, director; Kathleen Browne, producer; Karen Kloppers, Helena Woodfine, exec producers; Jamie Ramsay, DP. Postproduction Deliverance Anthony Martin, editor. Music/Sound The Workroom

MySHOOT Profiles