Time for Summer lovin' with Vodacom

Vodacom has launched its end-of-the-year campaign with a Hollywood romance inspired TV commercial.

Devised by Draftfcb Johannesburg's creative team of executive creative director Grant Jacobsen, Alan Lewus, Stefanus Nel and Annette Nel, and in a scene (almost) straight from the movie Grease, the 60 second commercial shows a boy and a girl telling their respective friends about their summer romance.

However, instead of John Travolta and Olivia Newton-John crooning the evergreen Summer Nights, the Vodacom commercial features a cool young taxi driver, a spunky junior traffic officer and the pay-off line, ‘Love Someone. Love Summer'.

Explaining the rationale behind the choice and the concept, Jacobsen said: "We wanted to create a film about an unexpected couple falling in love, a film that makes you smile and feel good. South Africans can do with an ad that will lighten up their lives and makes them sing and dance along. Our heroes are ordinary South Africans, but what makes them extraordinary is the fact that, despite their differences, they've found each other."

The ad is on major TV stations in South Africa. Other elements of the campaign include billboards, squeeze backs, radio, LED screens and in-store.

View the mpeg on the right.