The inspiration behind the campaign was to bring back some brand love and restore brand affinity with the South African market, both customers and non-customers.
As MTN is all about bringing people together through technology, we wanted to create a feel-good ad that brought this to life. And it didn’t hurt to throw in a nostalgic track while we were at it.
Using The Commodore’s 80s hit, ‘Nightshift’, we created an ode to all those who are on nightshift duty, from the nightshift workers that keep our city ticking while the rest of us are snuggled up in bed, to the family setting off on an early road trip, and the mother who is rocking her baby back to sleep.
The ad begins at 2:31am and tells the story of an air traffic control officer, who is working the graveyard shift at the Cape Town International Airport. He downloads a song off the MTN Network that resonates with how he is feeling at that very moment, that being ‘Nightshift’ and decides to Skype his friend and fellow air traffic controller in Joburg, Marvin, who he then begins to sing to. And so, despite the thousands of kilometers between these two, the friends connect with each other, in the middle of the night, in a humorous and light-hearted way. And from there, the song keeps travelling, connecting an entire community of ‘nightshifters’.
The ad is authentically South African, and it shows how we can work together as a nation while still having fun.
This professional campaign titled 'My night shift' was published in South Africa in November, 2016. It was created for the brand: MTN, by ad agency: MetropolitanRepublic. This Film medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted about 7 years ago.
Advertising Agency : MetropolitanRepublic, South Africa
Chief Creative Officer: Paul Warner
Agency Art Director: Marais Van Rensburg
Copywriter: Lauren Shewitz
Agency Producer: Linda Hauser
Production House: Bomb Commercials
Director: Teboho Mahlatsi
Executive Producer: Gavin Joubert
Line Producer: Maurice Dingli
Director of Photography: Jamie D Ramsay
Production Designer: Dimitri Repanis
Editor: Andrew Traill
Music Pproducer: Adam Howard
Lead vocal : Tim Moloi
Bvs : Margaret Manthata
Bass : Denny Lalouette
Guitars : Al Dirt Du Toit