The ad portrays the panic and fear suffered by victims, while also promoting Cellfind Look4help as an aid for those in distress. To emphasis the seriousness of the problem and the credibility of the product, Ruda Landman co-anchor of M-Net's Carte Blanche, features in the advert - her very first product endorsement.
Cellfind has an international technology license for a location based service which allows cellphones and in turn, cellphone users, to be tracked and located.
Blizzard Productions designed the ads to create tension for the viewers, hoping to grab their attention, and used television as a medium, since research has shown that this is most effective in a call to action campaign.
