We launched its latest TVC just in time for the camping season. The ad has taken a positive perspective of the outdoor lifestyle by featuring comedian Schalk Bezuidenhout encouraging customers to “Do the outdoors in Style.”
The ad speaks to those who love spending time in the outdoors, showing that the brand has quality outdoor gear. 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.
Schalk Bezuidenhout is an award-winning comedian. He has become one of South Africa’s most sought-after comedians. He is also known for playing the role of Johan Niemand in the acclaimed film Kanarie. Schalk uses humour to highlight strange societal views and customs.
“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.
As spring gradually approaches, more South Africans are starting to rekindle their interest in the outdoor lifestyle and Hi-Tec hopes that this will unlock the camping spirit and inspire the rest of Mzansi to follow suit and enjoy the benefits of being outdoors.
According to the brand, the creative concept and production of the ad was by Freckle Agency and the strategy by Hoola Modern Agency.
The ad flighted on DSTV on Sunday, 20 August and will be rolled out on digital platforms, socials throughout the week.