We’re all basically camping. Take that indoors, outdoors.
With Schalk Bezuidenhout at helm our new ad aims to tap into everyday situations and to appeal to ordinary people, showing that Hi-Tec is not just for avid hikers and runners. People connect with ads that make them feel something and subtle clever humour is known to be one of the surest ways to cause an emotive response.
“We were determined to create a campaign that would inject a dose of light-heartedness into our lives today, and Schalk’s work resonated with us instantly. His ability to bring smiles and laughter to South Africans is remarkable, and we believe we all need a little bit of that right now. By partnering with Schalk Bezuidenhout, we are not only promoting our shared South African heritage but also spreading the joy and optimism that define our brand.” says Andrea De Beer – Head of Marketing from Hi-Tec.
With the challenge of eternal load shedding, fuel and inflation hikes, water restrictions – has had many South Africans down and out. We hope that unlocking this lite side for all to see, would inspire the rest of Mzansi to find their sense of humour and enjoy the moment again too.
Watch the ad here: