ARA

The awards, which recognise the best non-profit TV commercials in South Africa, are a powerful reminder to South Africans about the valuable work that non-profit organisations are doing and the positive impact that they have on people’s lives.

The ARA partnered with leading advertising agency Lowe Bull who conceptualised and produced the impactful and thought provoking advert that once again puts the spotlight on the effects of alcohol abuse on families. The advert demonstrates how parents’ behaviour plays an important role in influencing their children’s environment and growth based on their experiences at home and is the fourth in a series of advertisements that form part of the ‘one more’ campaign.

“South Africans are notorious for turning a blind eye to warnings about alcohol abuse and responsible alcohol use and have a carefree mentality of it won’t happen to me or my family. With this advert we wanted to get South Africa’s thinking again about Did I have one more drink than I should have last night and let my children or family down?” says Adrian Botha, spokesperson for the ARA.

In many homes alcohol abuse happens behind closed doors and is not exclusive to any particular race or socio economic status.  For Lowe Bull it was important not to use shock tactics to dramatise the situation but rather to take a real approach and produce an authentic advert that speaks to and pulls at the heartstrings of South Africans and encourages them to reconsider the effects of having that extra drink.

Says Executive Creative Director, Kirk Gainsford, “Those parents who choose to drink irresponsibly and have ‘one too many’ rarely consider the repercussions their behaviour will have on the people closest to them – their family and most importantly, their children. Children living in a home where a parent abuses alcohol have a greater chance of emotional problems than those who don’t. Not only can these children suffer early-childhood depression, but it can also affect their cognitive skills and IQ’s.

“The sad news is children of parents who drink irresponsibly really don’t have a choice and are often forced to take on the role of the ‘parent’ especially when they have siblings. What is more worrying is that they learn from it and take it into their future.” concludes Gainsford.

The advert was shot in a house in Constantia with two young children (11 and 5) as the leads. “It’s often said that children and animals are the most challenging to direct but our young stars were wonderful on set and gave the advert the essence and integrity it needed while carrying themselves like true professionals,” says Kofi Zwane, director from 7Films.

“The advert has really been a joy to work on from the word go. I’ve done some work previously with the creative team from Lowe Bull and it’s always more fun than actual work. This time around, we had a script that we all knew was powerful and could all really connect with and once you have a common goal or sentiment, the rest is just a matter of bringing it to life. It really was a collective effort from a group of talented people that made this commercial possible,” concludes Zwane.

The advert will be flighted on MNET, DStv, SABC, ETV, Soweto TV, the ENews channel and in cinemas nationwide.