Lowe Cape Town Hits Open Waters in Beautiful New Spot for Prudential

Lowe Cape Town recently echoed their clients’ claim of being consistent as they showcased their own steadfast and passionate commitment to creating commercials that have a genuine rapport with people in order to build brand relevance and memorability. 

 According to Kirk Gainsford, Creative Director Lowe Cape Town, Prudential’s new television commercial “The Fishermen” conveys the message of how the right knowledge and process, applied consistently and unwaveringly over time, will result in success. “Following on from our ‘South Pole’ Prudential ad set in the Antarctic, we have moved to a warmer, less frost-bitten climate for our new ad, ‘The Fishermen’. The commercial takes place on an island off Madagascar and depicts real fishermen in search of a big catch,” he relays.

With the new brief, Gainsford and the team at Lowe Cape Town had the challenging task of maintaining the high standards set by the previous commercial, whilst adding another layer to the consistency promise.  “It was important for us to tell a human story that really resonates with what we do in the business at Prudential,” begins Sumayya Davenhill, Head of Marketing Prudential. “In the ‘South Pole’ TV ad we showed very powerfully what happens when one is not consistent. In this TV ad, strategically, we really wanted to show the power of being consistent, and so our brief to Lowe Cape Town was to really find a appositive story and tell consistency in a positive way. “

For Gainsford, it was crucial to further entrench Prudential's brand promise of consistency, and to continue the communication platform that Lowe Cape Town began with the ‘South Pole’ campaign, which was to tell convincingly real human stories to help convey Prudential's principles. Through their own consistency, Lowe Cape Town achieved this with great success, as they managed to tap into a very warm and human side of Prudential, which they believe is quite unique in the austere world of investment banking.  

Ultimately, it was authenticity and realistic hardships that brought the advertisement together for the team. “The best part of this TV commercial was actually going there and living in the village with these people,” reveals Davenhill. “It was by no means a traditional shoot. We had no craft. We had no big wardrobe call. We didn’t cast for extras. We used the village and what we see in the TV ad is authentically how that village was.“

“Everything about the shoot was challenging,” added renowned Director Kim Geldenhuys. “Just the logistics of it – from the weather conditions to working with people who were not professional actors and taking everyone out to a remote location. There were many factors that could have played against us, but we were very lucky that we went with an incredible team who had extensive experience with boats and water.”

“The message here is that consistency is the only currency that matters,” relays Gainsford. “We’re very pleased with how the ad turned out, in spite of us returning home with an assortment of tropical diseases and intestinal parasites.”

Through this new commercial, Prudential hopes to further entrench its brand promise of consistency with not only its current clients but also potential new clients and financial advisers alike.