At the heart of this Christmas story is Dr. Nqobile Manzini, a cardiothoracic surgery registrar at Groote Schuur Hospital, separated from her young son and mother due to her gruelling schedule (36-hour shifts!). In a tear-jerking twist (in the best way possible), the team at 99c, 7 Films, and Checkers came together to orchestrate a deeply moving family reunion. The moment was so raw and emotional that it left everyone on set in tears.

99c Chief Production Officer Hylton Heather says, “This kind of campaign isn’t something you can produce traditionally, it demands everyone in the room, around the table, solving problems together. From agency to production house to client, we all relied on each other to make this happen. There were no rigid roles, with everyone jumping in to fill gaps and support each other at every turn.”

This production was no small feat. Ensuring the reunion remained a surprise required layers of planning and precision. 7 Films director Lourens van Rensburg says, “We only had one chance to capture the emotional impact of this beautiful moment and it had to feel authentic, cinematic, and real.” He remembers rehearsing the moment with a stand-in family multiple times in order for him and 7 Films DOP Hayden Brown to ensure all angles, lighting, and camera setups were perfect. When the real reunion happened, it was magic, of course. 

7 Films Executive Producer Nina van Rensburg says, “I’ve watched the commercial more times than I can count, and I still cry every single time. It’s such a raw, emotional moment. Dr. Nqobile is nothing short of amazing, and through this journey, I’m grateful to have not only gained immense respect for her, but also to have also made a new friend.”

Behind the scenes, Dr. Nqobile Manzini

“Lourens has this incredible gift for capturing beautiful, raw moments. That’s why we at 99c and client knew he would exceed all expectations. A lot of that trust also comes from the way he pulled off last year’s Christmas campaign. He is one of the few directors I know with the ability to handle this kind of pressure and deliver something so authentic. The same goes for 7 Films Editor James O’Sullivan, who worked under incredible tight turn-around times to deliver this story. He was integral in bringing everything together,” adds Hylton. 

A massive shoutout to the team at Audio Militia for delivering the epic track on this ad, chef’s kiss! 

More than just a heartwarming commercial, this campaign is an invitation from Checkers to South Africans to reconnect with loved ones during the festive season. Through its competition, Checkers is giving away 2,000 airline tickets to reunite families across the country, ensuring the spirit of Christmas reaches even more homes.

The branded plane that started it all

As Hylton sums it up, “This campaign is about joy and togetherness. The overwhelming public response speaks volumes about its emotional impact on South Africans, an achievement made possible through incredible collaboration. It’s the kind of work that not only promotes a brand but also touches lives, and we’re incredibly proud to be part of it.”