Mzansi connected over a classic.
For years, MTN had made a business decision to focus their communications on retail advertising, but in doing so, they had forgotten about themselves as a brand and what they stand for.
Consumers had forgotten about the ‘magic’ of telecoms and just saw it as a commodity: a simple call for X amount of money.
We created a feel-good ad using the Commodore’s 80s hit, Nightshift, that reminded people that they’re not just ‘making a call’, but they’re connecting in ways that are truly tangible.
Impact of the work piece
‘Marvin’ was an instant success, becoming one of South Africa’s favourite ads and gaining over three and a half million Youtube views.
'Marvin' was an instant success
One of South Africa's favourite ads
Gaining over three and a half million Youtube views