The commercial serves to push the supporter into the spotlight for a brief instant and remind people that almost all success are assisted by a large group of people who work tirelessly behind the scenes -they are the 'often unacknowledged'.
The Engen brand essence of putting its patrons first ("With us you are number one") is personified in the commercial's visual narratives revolving around the supporters serving a purpose in the lives of others. In this regard, Engen -its work force and products and service offering - is a seen as a supporter of those on journeys, especially motorists traveling or consumers visiting Engen One Stops.
"When this Supporters concept came through, we all knew we had arrived at a turning point for the Engen brand," says Engen marketing strategist Nobesuthu Tom. "The commercial has been selected by CNBC Africa as one of the innovative TV spots in the market, while being recognised by Millward research as one of the best ads the Engen brand has had in a long time as well internal staff reinforcing this finding," says Tom.
The 60-second Engen "Supporters" commercial opens with a satellite circling the globe, and closes with the first humans on the moon. Between the outer space sequences, viewers are brought back to earth, and introduced to the supporters -security guards safeguarding valuables, medical doctors preserving life, coaches behind sports men, sports men cheered on by a crowd, and bridesmaids uplifting a bride.
In the last part of the advert, the audience is asked if they know the name of the third astronaut who stayed behind in spacecraft, while Neil Armstrong and Buzz Aldrin walked on the surface of the moon. Without the support and involvement of the third astronaut, this world changing event would never had occurred.
