BB Bakery ‘The Taste of Home’
Craft to Judge: Direction Craft / Cinematography / Online – VFX Craft / Sound – Original Music Craft
ENTRANT:
Company: PrettyNeat
Director: Alex Fynn
Cinematography: Eeb Hajee
VFX Craft: Nicolai Groudev
Music Original Craft: Sne Dladla
ABOUT THE WORK
As Heritage Day approaches, BB Bakeries, in collaboration with director Alex Fynn from PrettyNeat and the agency RetroViral, unveils a heartwarming commercial that celebrates the role bread plays in the everyday lives of South Africans. Set against the vibrant backdrop of KwaZulu-Natal, this beautifully crafted advert tells the timeless love story of a couple whose relationship has flourished since the 1980s. By paralleling their journey from youth to their golden years, we see how, even as the world around them changes, their love, the community spirit, and the taste of BB Bakeries bread remain constant. The commercial masterfully shifts between the past and present, positioning BB Bakeries not just as a part of the scenery but as a beloved companion through life’s key moments. The bread, with its rich heritage, is the thread that binds generations together, symbolizing tradition, love, and the spirit of home in every bite.
JUDGES NOTES
For this project, Alex Fynn took great care in crafting a narrative that feels both personal and South African. Working closely with the agency, he added key scenes, such as the love at first sight moment and the final photograph scene, that truly immerse the audience in the characters’ lives. These choices elevated the story, transforming the advert into an emotionally resonant journey that spans decades. Alex’s deep connection to KwaZulu-Natal (KZN) was crucial to the authenticity of the commercial. His father grew up in KZN, and the project leaned heavily on collaboration with local talent.
Both lead actors, Sanda Shandu and Tara Zulu, hail from Durban (with Tara’s late father having served as mayor of KwaMashu, the location of the Shisinyama scene). Additionally, much of the crew was sourced from the KZN region, further grounding the project in its local roots. Alex’s longtime collaborator, Sne Dladla, another KZN local, created the music, which gave the film a distinct cultural texture. With a limited budget, Alex made thoughtful decisions in casting, costumes, art direction, and vehicles to evoke the 80s while relying on VFX and archival footage to enhance the period authenticity.
His careful planning of VFX moments, such as the transformation of the love-at-first-sight location, the exterior of the grocery store, and the Emakhaya scene, ensured an immersive visual narrative. From a cinematography perspective, Alex and Eeb wanted to differentiate between the 80s and present-day scenes by using different lenses. They opted for Cooke Pancros for the 80s scenes and Cooke S4 for the crisper present-day scenes. Most of the grain and vignetting in the 80s scenes were achieved in-camera. Casting was central to maintaining the continuity of the love story, with Alex opting not to use the same actors for the 80s and present-day scenes. Instead, he cast performers who worked together to create subtle links between the younger and older versions of the couple through gestures, laughter, and physicality.
This combination of thoughtful narrative structure, local collaboration, and careful integration of music and visual effects makes this commercial not just an ad but a celebration of love, heritage, and community in KZN.
Music Craft Note: Please see below the lyrics, of the original song written, produced and performed by Sne Dladla.
VERSE: Namanje ngisakhumbula Even now I still remember Lelo langa That day Izandla zijuluka Palms were sweaty Nekhanda belishisa The head was feeling heated. Ngathi we mama bo (An Zulu expression for when you’re blown away oh taken a back) Yam’ inhliziyo My hearts about to stop. Ngacazwa I was whipped. Intombi enjena A woman like that Mina ngiyazifela ngayo Is one that I would die for.
PRE-CHORUS Yeyi, yeyi, yeyi, lomuntu ungenzani What is this person doing to me. (Yeyi- an expression similar to hey, but used in multiple contexts to explain a feeling)
CHORUS Empilweni ngizitholeli’ Sipho In this life I have found myself a gift.
