SABC launches third chapter in corporate trilogy

As with its forerunners, "Granny" and "Shoes", the new commercial - entitled "Pastor" - tells a story of real people in the real world; people whose lives are touched in a quiet, yet magical way by the SABC's radio and television services.

Designed and produced by TBWA Hunt Lascaris, the common thread running through all three commercials is the facilitating role that the SABC plays in bringing people together both across the nation and at community level. This time, the national broadcaster touches the lives of a South African community gathered to celebrate their faith in a small, tin-roofed church. The members of the congregation are awaiting the arrival of the pastor, who is delayed due to his car breaking down on the way to the service. Clearly hot in the crowded church building, the people become restless - hymn sheets become impromptu fans, children shuffle in their seats, the previously quiet atmosphere is broken by impatient murmuring. Suddenly a young boy sets off home to collect a small transistor radio, which he places on the altar and then tunes it into a choir singing Amazing Grace. Before long, others follow his lead and several radio's are dotted around the church, all tuned into the same station. As the strains of the hymn get louder and clearer, the members of the congregation become inspired and add their voices to the gospel choir, united in song and faith. By the time the foot-weary pastor arrives, the church is alive with music and joy.

Aiming to ensure absolute authenticity, the people depicted in the commercials are not trained actors, but instead are members of the community where each commercial was filmed. This has not detracted from the quality of the ads, but instead has added warmth and charm. The same is true of the other components in the 360-degree corporate brand-building campaign, which include radio commercials, billboard advertising, on-air image pieces and an internal campaign to turn the SABC's employees into brand ambassadors.