Advertisement

Single Ladies

Agency Network: 
Published/Aired: 
August 2009

Description

A new television commercial featuring dozens of ordinary South Africans dancing to Beyonce’s hit, ‘Single Ladies’, is an extension of Vodacom’s drive to illustrate that the internet is ‘maklik’.

Devised by Draftfcb Johannesburg executive creative director Grant Jacobsen and his team, the 60-second commercial broke late in June after three 15-second teaser ads flighted for a week to prime television viewers to expect another epic from the cellular network.

The characters from these teaser ads – two elderly farmers, a couple of gym jocks and a construction site foreman – also feature in the new commercial. The central character, however, is a goofy-looking, ordinary guy who goes on a whirlwind tour that starts in his bedroom and takes him to the colourful nooks and crannies of South Africa. He executes the dance routine performed by Beyonce Knowles and her troupe and gets all the ordinary South Africans he encounters along the way, including Vodacom favourites Bankole and De Pinna, to perform with him. The ad concludes with a subtle teaser of its own suggesting that that there is more to come – the final few seconds features show biz-styled text saying ‘connect more’ and ‘live more’ as well as a West End-style logo billing ‘connect for fame’.

Film advertisement created by FCB, South Africa for Vodacom, within the category: Electronics, Technology.

Advertising Agency: Draftfcb Johannesburg, South Africa
Executive Creative Director: Grant Jacobsen
Deputy Creative Director: Neo Mashigo
Group Head Creative: Grant Sithole
Art Director: Marcus Moshapalo
Head of Broadcasting: Rachel Andreotti
Group Business Director: Colleen Berrange
Business Unit Director: Michele Phillipson
Account Director: Lorinda Wyatt
Log in or register to post comments
takyuz's picture

superb acting and casting

takyuz
Activity Score 120
Creative Director
Reality Check's picture

This is signature Vodacom, and fans will find it pure delight.

Reality Check
Activity Score 2549
alexander_bickov's picture

Stupid like Borat.

alexander_bickov
Activity Score 3279
CGilb09's picture

Um, Borat was hilarious. I have never once been in a theater and heard so many people straight up laughing out loud that hard together. Clearly you didn't get the satire.

But on topic-- LOVE this! You can never go wrong with Beyonce.

CGilb09
Activity Score 572
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

Guest's picture

Borat rocks, this ad sucks! Get a life**

Guest
Guest's picture

it's unbelievable how ridiculous your comments are. that's really good tvc. congrats guys. very funny and entertaining.

Guest
slowrider's picture

inspired by : http://www.youtube.com/watch?v=zajW37c_CZg

but the commercial is much better in acting

slowrider
Activity Score 648
Art Director at xxx |

one should not take life so seriously - as one will not come out of it alive.

valayamadvertising's picture

nice dance creates impact

www.valayam.com

valayamadvertising
Activity Score 244
Creative Director at VALAYAM CREATIONS |

www.valayam.com, www.valayam.com/blog

Guest's picture

that's funny~

Guest
Sephi's picture

haha....

Sephi
Activity Score 139
Art Director at Shanghai,China
Guest's picture

SOoo Cool !!

Guest
Guest's picture

quite funny

Guest
Guest's picture

fun!~~~~~~~~~~~~~~`

Guest
Guest's picture

some scenes are greenscreened though... nevertheless it's awesome!

Guest
dearabby's picture

That's really funny! I personally love commercials where people are dancing or singing along to songs you totally wouldn't expect them to. I'd never heard of Vodacom, but this made me want to learn more about it, which was the purpose of the commercial in the first place: laugh, sing along, get more info on Vodacom. For me it was successful. Good deal!

dearabby
Activity Score 106
Graphic Designer |

I dream of a day when chickens will be able to cross the road without being questioned regarding their intentions.

Guest's picture

None of it looks to be green-screened, and even if it was I still LOVE IT!

Guest
Guest's picture

WTF! Is this a creative idea? I hate Borat, lousy than Borat! Huh!

Guest
Advertisement
Featured Content

Latest Collections

Advertisement
Advertisement
Campaign Submission
Upload Your Work
Get Featured on AotW
Submit Now