Velocity Films Channels the Power of a Promise for New Shoprite Ad

Shoprite, the largest retailer in Africa, launched their new corporate TV advert in July proclaiming “40 years ago, when we said lower prices for the first time, we didn’t just write a headline, we made a promise”.

The story that’s been told in this ad is the story of a promise of lower prices and the narrative of what Shoprite set out to do more than 40 years ago for all South Africans.

As a result of a very close knit partnership between client and agency, ninety9cents identified the opportunity to pitch the script to the Shoprite Marketing team as a corporate TV commercial. Neil Schreuder, Marketing Director of Shoprite, says he loved the execution from the very first time he heard it: “For me it encapsulates everything that the Shoprite brand stands for. It’s more than just Lower Prices; it’s a promise that has an impact on the lives of more than 22 million South Africans. We are proud of our rich history and heritage in South Africa and this ad is meant to portray that.”

Louw le Roux, ninety9cents Creative Director, says: “To be able to do justice to this powerful story we decided to partner with Gregg Bailey, TV commercial director, and the wonderful team from Velocity Films. For us it was a privilege to bring this story to life and I sincerely hope that we did justice to this powerful narrative.”

As an extension of the campaign Shoprite is inviting customers to submit a promise they have made to make a difference through the Shoprite website, and if selected Shoprite will assist the individual in keeping it.