With Econet’s inspiring mission statement one can expect great things from the company. The company’s mission statement is ‘to serve by pioneering, developing and sustaining reliable, efficient and high quality telecommunications of uncompromising world class standards and ethics.’ Econet launched its network on the 10 July 1998 and listed on 17 September 1998 and since then they have been changing the world with their burning passion to make a difference in the communities they serve.
Zimbabwe is the country with the most extensive geographical coverage and Econet Wireless Zimbabwe strives to constantly upgrade its network to carry more subscribers. To continue with the growth of the company Econet Wireless Zimbabwe contacted Sweet Spot Content for the big idea.
Sweet Spot Content heard a story that rang true for many fishing boats in Zimbabwean villages. It immediately became clear that maintaining the authenticity – and enhancing it – was the key to bringing this story to life. With this advertisement, it is exactly what they did.
The shooting took place in the small fishing village of Musampa in Kariba. While critically watching the advertisement one must keep in mind that this was definitely not the easiest shooting environment with regards to the remoteness of the village and the lack of resources.
The advertisement is filled with emotion and there is a contrast between the old and the new, showing that Econet contributes to making the lives better for the real fishermen of Zimbabwe. The film opens with a scene of an old fisherman, talking about his fishing days while his son heads into the waters. A few seconds later the ad turns into a furious storm influencing the fishing boat’s ability to stay afloat but a hero boat comes to the rescue.
Another interesting aspect of the film is the actors chosen to play in the advertisement. Sweet Spot Content casted real fisherman from the village and this took a lot of special expertise from the producer Linda Notelovitz.
The advertisement definitely captures one’s imagination in a truly unique way. The commercial shows the technology that Econet has provided to Zimbabwe to make their lives easier. The advertisement also shows us how Econet aids the living situations of Zimbabwe with regards to their income. The communities depend on fish and that is exactly where Econet makes a difference. The timing of the script and the scene in the film fits in perfectly. A scene that makes a big impact is where lamp are handed over from the one boat to the other with the words “it’s what holds this community together.”
The only critique I have is the man’s voice and the Econet jingle and the end of the commercial. The man and his son share a special moment and I almost want it to linger a little bit longer before the moment is broken.
Econet lives by the words, “What Can Be Done Should Be Done And What Can’t Be Done… Must Be Done.” Taking everything into account, this television commercial has definitely shown that Econet Wireless Zimbabwe will change our world.
Annika Slabbert is studying Marketing & Advertising Communications Management at the Red & Yellow School in Cape Town. “I completed my final year in BA Social Dynamics at the University of Stellenbosch at the end of 2011. I also did the Post-Graduate Diploma in Marketing at the University of Stellenbosch which I finished at the end of 2012. In 2013 I started the post-graduate Diploma in Marketing & Advertising Communications Management at the Red & Yellow School in Cape Town. “