Bruno’s Comment: ‘(I did this…But Adam really did it.) The Jingle is dead, Long Live the Jingle! And who better to serve it up than the King of the Jingle, Adam Howard. The brief was “Make a jingle for a KFC Sitcom with Delivery as the theme.” And he nailed it. End of story.’

Anton’s Comment: ‘As a piece of music this is well-crafted, emotive and dynamic. Great light and shade, pulling you along, taking you up and down. I had it as an Mp3 in my car and every time I heard it I was impressed by the musical phrasing, the changes in tempo, and the shifting mood. I like the analogue treatment, too, which gives it a warmer and more human feeling.’

Kabelo’s Comment: “None of this is possible without the slick editing by Kobus Loots, the beautiful grade by Nic Apostoli, as well as the true to form visual effects Charmaine Greyling and Darian Simon. Gold standard post-production from Strangelove. Last but not least Adam Howard you can take a bow, the original music from Howard Audio provides the appropriate soundscape to round off the high production value of the campaign.”

Judge’s Comment: “There was only one entry in this category. However, this mnemonic for Consol Glass created by Adam Howard deserves a special mention. The process he went through to create this two second mnemonic is inspiring. It’s a lesson in going the extra mile. Something we don’t see that often anymore. Well done! True audio passion.”

Judges Comment: “The comic timing on this particular spot is really great, and I love the way the music and the performances work together – not just to get a smile from the audience, but to make us connect with this father and son in a more emotional way.”

Judges Comment: “Cinematically-styled, beautifully melodic warm jazz tones that truly add to the power of this story, punctuating its lows and highs. So often music is laid down as an afterthought – how refreshing to hear it build and flow perfectly with this narrative. Excellent work Howard Audio.”

Judges Comment: “Best of Reel goes to both Upstairs Ludus and to Howard Audio because the craft is so seamless here that it would be impossible to judge them separately. The cutting pace gives the story a groove that carries the viewer effortlessly from one scene to the next. It’s to the credit of the editing that the ad maintains an infectious rhythm without ever turning into a Busby Barkeley extravaganza (Google it, millennials!) Even the dance at the bus stop is handled deftly, with combinations of long shots, cutaways and different angles, so it never becomes A Big Flashy Number.
When it comes to take selection, there isn’t a shot here that jars or is out of keeping with the rhythm of the piece. I particularly loved the subtlety of the “sideways glance and shoulder-shimmy” at 0:53 and the way it punctuates the build-up.
This could so easily have been cheesy and heavy-handed… some guy who can’t hold a tune serenading his mate Marvin. But the instigator’s voice is blended into the mix almost immediately as the music takes over, and takes us into complete feel-good territory. It’s a great choice of song and the re-record flawlessly captures its groove and its emotive power. I enjoy the way the incidental noises are used as beats in the music to punctuate the melody: witness the musical timing of the cut to the passport controller calling “Next.” And the close harmonies on the chorus made me get goosebumps (but then I am a big girly softy..).
I really like this ad. It’s a welcome return to form for MTN.”