Carling Black Label

Brand Background

Internationally and locally, from heritage awards to quality awards, Black Label is South Africa's most awarded beer. Time and time again, Carling Black Label continues to prove that only champion men deserve champion beer.

The Brief

This is a proactive brief. The aim of this is to come up with brilliant ideas in a short space of time that could be implemented if the opportunity arised.

The Target Market

Alcohol consumers who represent a new kind of consumer that Black Label caters to. Black South African from township and urban areas. White South African in urban areas.

The Insight

"...only champion men deserve champion beer." This statement tends to leave a sour taste in my mouth. Not to mention the specific depiction of what I'd like to think is the furthest representation of the true consumers of the brand in current times. The overly muscular men who seem to be able to conquer everything aren't the only champions of Carling Black Label. These are the individuals who deserve to be championed.

The Big Idea

The Champion In All of Us.

Rationale: In every facet and through all walks of life there are champions among us. This is about celebrating the ordinary people who always display the championship quality within them. Men or women, there is a champion inside of all of us.

Concept

Celebrating Ordinary Champions.

The Concept Tagline

The Championship ...

The Executions

TVCs

Client: Carling Black Label

Element: TVC Script

Duration: 60’’

Title: Office Champ

Writer: Mpumelelo Ngwenya

VIDEO

Call Centre agents are in a frenzy; they are frantically answering phone calls, and it all looks chaotic.

Camera pans across the room and zooms in on the Ordinary Champ.

Wide shot of the office, capturing all the chaos, in slow motion.

Medium shot of a lady(Jessica) in her cubicle sobbing in distress then the camera pans to a gentlemen who seems to not care what is happening around him, his lips make out the words, "what's the point?'

All the workers in the office are helpless and out of it, except one of the who is in the centre of everything. He seems persistent to get his job done.

A close up on the clock, as it reaches 5 o clock, with the workers looking with eagerness and anticipation.... The long arm of the clock eventually reaches the hour mark (12).

Sipho's face lights up with glee, as he heads for the exit, while he passionately hits the dabs! The Ordinary Champ smiles as he begins to follow Sipho.

Split screen of: the phone, the clock, the Ordinary Champs bewildered look, and of Sipho's face.

Sipho's waits batted breath which quickly turns to disappointment, as the the Ordinary Champ turns to go answer the phone with a smile on his face.

A shot of an elderly happy next to her VW beetle.

The Ordinary Champ leaves the office; although it seems there is nobody in left, his manager appears from no where, and gives him a solid high five, and The Ordinary Champ smirks as he keeps on walking.

A shot of The Ordinary Champ arriving at a bar, where is is greeted by, Sipho, Jessica and his other colleagues. As they celebrate his arrival Sipho's hands him an ice cold black label

The Ordinary Champ takes a sip of his Black Label.

A close up of a Carling Black Label, while the Ordinary Champ and his colleagues are blurred out in the background as they continue to celebrate.

AUDIO

FX: Phones ringing. People chatting and panic. Phones being picked up and phones being slammed as clients hang up. Ordinary Champ: "Good morning ma'am!.... Hello ma'am?! Ma'am?.... (Deep Sigh.)

FX: Drops the phone.

M.V.O: Unfortunately, some of us know this sight way too well.

Panic at the office, Jessica in her cubicle, crushing under the pressure, and Sipho; who's decided to stop trying because what's the point?

Everyone seems to have given up; everyone except you. You continue to push and grind, you're still hanging in there because you can see the light at the end of the tunnel.

Yes, yes, yes! You've all made it to the end of a hard week at work; it's time to drop everything and head over to the closest bar to unwind.

FX: The phone rings. The Ring is loud, exaggerated, almost deafening.

M.V.O: Cheers to you, the one who goes the extra mile. You go where no other call centre agent dares to go. You were able to help Mrs. Mazibuko to get the best deal on car insurance for her 1996 VW beetle.

You, are the real champion.

He knows it...

They know it!

And we want you to know it.

Carling Black Label. Celebrating ordinary champions, everywhere.

Client: Carling Black Label

Element: TVC Script

Duration: 60’’

Title: Garage Champ

Writer: Mpumelelo Ngwenya

VIDEO

Shot of a petrol station, the camera zooms closer, and finds our upbeat Ordinary Champion, who is a petrol attendant. Full of energy while his counterparts sit down, unphased by anything the night has to offer.

A car stops at the petrol station, as The Ordinary Champ dawns a smile as he knows he's about to save the day.

In slow motion, a medium shot from as we see the Ordinary Champ's back speaking into the drivers window of a car.

Still with his back towards he starts giving directions, he does so with grace and passion.

Medium shot from the passenger side of the car, with the driver in distress, kids in the back seat causing chaos, and the Ordinary Champ is calm and collected. He shakes his head, and tries to give out the instructions again to the lost traveler.

The lost traveler in pleased to have the correct directions to where they are meant to go. She/he graciously thanks the attendant, and tries to give him a tip, and he denies it. The traveler drives off.

The champion walks away with immense swagger and sits next to his colleagues. Behind the Ordinary Champ there's a Black Label neon light sign that's flickers on.

AUDIO

FX: The Ordinary Champ, whistling.

M.V.O: How do you do it, Joe? It's like you can read minds or something, you see them coming from a mile away.

You walk over there, do your magic, and you always seem to say the right thing.

Last night it was the girls on the road trip who just couldn't find the nearest BnB.

And last week it was the guys looking for the quickest route to the stadium. And guess who helped them? Not Sire or Google Maps.

When technology fails, when the data is finished, or when batteries are at zero percent, who will help us get to where we need to go? It's definitely going to be you.

When we need to hear it one more time; making sure that we don't forget to take two lefts, before we take a right in order to reach our destination.

Only you can help to get us where we need. And for that, we salute you.