This new ad starts off with a young boy mowing the lawn, carrying buckets and looking strained, setting the principle that wealth takes hard work and money doesn’t come easy.
The ad then cuts to the same boy getting handed R1 by his father, a reward for all his hard work. It then follows the boy as he skips down the high street to a sound track by Queen, “I want it all, and I want it now” followed by the narration, “You didn’t want to spend it immediately” as he carefully considers his options of where to spend his new found wealth.
It then continues to the boy who saved his money, finally waking up and heading to the costume shop to purchase a cape, mask and set of goggles that turn him into a superhero. “We still think of money this way, because its true value is not what you can buy with it, but what it buys you.”
This new Sanlam ad, for the insurance company’s Wealthsmiths offering, that has been created by King James Group masterfully represents the key values of Sanlam’s new positioning and branding.
The message of this new ad is simple. It is that earning wealth takes time and hard work. Holding onto that money before you spend it has its rewards.
Overall, not only the story, but the style and setting of the ad leaves you feeling that Sanlam have old school values in a modern financial world. The kind of values you want the people who manage your money to have.
Reviewed by Dave Brookstein, a student at Red & Yellow School.
