The Hi-Q brand already achieves category differentiation with its strong message of trust. Its new campaign, produced in collaboration with its advertising partner, Hippocampus, affirms this meaningful value with a commercial that resonates with its increasingly younger audience and sets the brand apart.
The campaign utilised a flurry of local talent as well as the award-winning expertise of top Belgian film director Gil Bauwens, with the brief: to portray Hi-Q as experts in products and service, but with a fun, fashionable and savvy personality.
We’ve all been caught with a flat tyre, often at the worst possible times, so everyone relates to the frustration of the likeable, definitively South African young characters in the Hi-Q television commercial. And the catchy jingle makes the package all the more memorable.
“The result,” says Hi-Q’s Andrew Bowren, “is a youthful, attractive advertising campaign that also retains our brand’s core values of trust and integrity. It succeeds in delivering fresh ad appeal to the ‘yellow and blue’.”
In fact, the new campaign cleverly utilises strong mnemonic triggers to keep the well-recognised colours of the Hi-Q brand top of mind, with their rallying call to “Get down to the yellow and blue”.
Acclaimed director Gil Bauwens was commissioned for his strong visual style and technical expertise. A graduate in architectural artistic studies from Saint-Luc Brussels, he combined his passion for architecture and photography as well as his vast technical knowledge of post production to the Hi-Q commercial, bringing a fresh and believable look to the South African screens. Bauwens is internationally acclaimed for the commercials he has shot for brands such as: BMW, Renault, Peugeot, IKEA, Schweppes, Ooba (SA), Nike and many others.
The music track, composed and recorded at HeyPapaLegend Studios in Cape Town, combines reggae and ska influences to enhance Hi-Q’s personality and bring the “yellow and blue” mnemonic to life. It was composed and performed by studio owners Ross and Myles McDonald who are also members of top SA bands The Rudimentals, 7th Son and Mix ‘n Blend. HeyPapaLegend Studios is a music composition boutique specialising in commercial and feature film music. They are currently also working with producers such as Mathias (Foo Fighters, Rascall Flatts) Crunchy (Akon) Harry Brooks Jnr. (Spice Girls, Blue, John Mayer) Whosane (Mos Def, Talib Kweli) Studio ‘B’ (Ministry of Sound) and Deadmau5.
