'For people like you...'

Saatchi & Saatchi has created a commercial that will appeal to the hearts and minds of the Stokvels because Postbank is "For people like you".

The Postbank Group Save commercial opens with an elderly African woman illuminated by flickering candlelight. She talks about the hardships she and her fellow community women face in sewing blankets by candlelight with the intention of selling these items at the local market. The commercial was shot in a Salvation Army community in Orlando East, just outside the Orlando Stadium. The pressed ceilings and wooden floors helped add authenticity to what is a true-to-life story. The shot widens to a hall full of African women seated alongside old-fashioned manual sewing machines, working by candlelight. The matriarch of the group says, "Ladies, blow out your candles."

In complete darkness the sound of an engine is heard as a petrol generator powers up, immediately lighting the room. The illuminated venue is equalled only by the shiny smiles on the ladies faces, clapping furiously as they realise their days of labour by candlelight are over.

In closing, the screen cuts to the Postbank logo as the announcer says, "For the things your group can't afford to be without, choose Group Save from Postbank. With high interest and no fees, there's no better place to invest your group's money." Postbank's Group Save offers up to 7.25% interest per annum on R1500 or more per month. A bonus interest of 0.25% is offered in the 13th month.

Rajesh Ranchod, Saatchi & Saatchi Creative Director, explains, "Postbank's Group Save is a product aimed at three or more people with a common achievable goal in mind. We felt that using the example of a community who put their heads together and made a difference to their own lives would aptly reach the target market and simultaneously illustrate Group Save's benefits."

The art director for this campaign was Olivia Tesson and copywriter Lawrence Katz from Saatchi & Saatchi.