The SA Film Reel awards the very best in craft by production companies in South Africa. This month we asked Brendan Hoffmann, Group Creative Director at Publicis Machine, to select his standouts. Congratulations to all the winners.

BEST OF REEL: Vodacom ‘This Is Your Time’
Egg Films | Dan Mace (Direction Craft)

BEST OF REEL: Vodacom ‘This is your time’ by Dan Mace at Egg Films – Direction Craft

There are some ads that simply ‘work’ on paper and then there are some that live or die based on how well the director brings them to life. This spot for Vodacom is the later. We’ve seen and heard this message before, big corporate claiming to be one with the people, claiming their product will save the day. Sure…

 Except this time I believe it. 

 I believe it because there is real honesty in the story and the way it is told. It feels less like an ad and more like a short journey side-by-side with this young South African. The spot is beautifully put together, it has energy, it has rage, it has hope and it even manages to slip in a laugh. The performances are authentic and it beautifully captures the texture and feeling of South African city life. There is a looseness to the shots and yet it is cut very precisely, using a myriad of clever film tricks and techniques that somehow never overpower the flow of the ad. Well done to Dan Mace and all involved, a piece to be really proud of!

SPECIAL MENTION: Telkom ‘Fridge’ by Anton Visser at Patriot – Direction Craft

It seems like it’s been a while since I watched a funny SA ad. And this one is a goodie. The casting is great, the funny moments land, there’s a perfect amount of weirdness and the tie up at the end is rather smart. I enjoyed watching this and I’m sure the rest of the country will too.

SPECIAL MENTION: Cansa Testi-Monials ‘Back To Normal’ by Hylton Tannenbaum at Bioscope Films – Direction Craft

The balls are back. The follow-up to the highly successful Test-Monials campaign. What the new spot lacks in shock factor (we’re all totally used to watching talking testicles by now) it makes up for with some entertainingly dry dialogue and a strong message. I enjoyed the attention to detail that Darryl’s Right Testicle has grown a bit of a goatee since last time.

SPECIAL MENTION: Bobtail ‘Journey’ by Jason Fialkov at Egg Films – Direction Craft

This spot for Bobtail, which explores the relationship between a man and his dog, has some pretty great shots in it. Filmed on location in the Transkei over a good few days, the camera work is incredible and the sound and grade finish it off nicely. Very subtle in its storytelling, I had to watch it a few times to make sure I wasn’t missing anything.

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