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This isn’t just a peanut butter ad – it’s a love letter to lunchboxes past, to kitchen counters where parents and deputy parents smeared thick dollops onto fresh bread, to childhoods where the only thing stickier than the peanut butter was your fingers. We honour a brand that has stuck with us – through decades of change, across generations and tastes – delivering more than just a spread, but a story rich with cultural texture and shared memory. This campaign doesn’t just sell peanut butter – it serves a nostalgic spoonful of home.

Client/Brand: Black Cat Peanut Butter

Agency: Ogilvy South Africa
Executive Creative Director: Archie Malinga
Creative Director: Ntando Msibi
Creative Group Head: Athule Nano
Account Director: Mpho Molao
Business Director: Dominic Schwarz
​Integrated Producer: Pat Vilakazi
Senior ​Integrated Producer: Tshepiso Moerane

Film Production & Crew
Film Production Company: Triple Story Content
Executive Producer: Monareng Makwetla
Producer: Liz Dahl
Production Manager: Nomtha Dano
Director: Thina Zibi
1st AD: Barry van Niekerk
Set PA: Swazi Lesikara

DOP: Josh Levi
Focus Puller: Bheki Ntshangase
Loader: Zinathi Mawhazima
DIT/VT: Jabu Faku
VT Assist: Xhanti Matyana
Sound: Tshepo Rametsi

Key Grip: Bafana Lange
Best boy Grip: Raymond Lebenya
Grip Assistant: Bongani Sibeko

Gaffer: Jean du Plessis
Best Boy Gaffer: Sekwane Dlamini
Spark: Sibusiso Ngubeni
Genny Op: Joe Malele

Art Director: Lauren Wilensky
Props Master: Lauren Wilensky
Props Assi/Standby: Janel Jordaan
SFX: Jp van der Merwe
Packs Specialist: Kate Jager
Packs Assistant: Vuvu Mncube
Assistant: Joseph Gwangwa, Jayden Hoseck & Kai Hoseck
Driver: Jacob Magata & Archie Maleeme

Head of Costume/Stylist: Refiloe Dipudi
Costume Assistant: Palesa Sekoaila
Head of Makeup: Lungile Mngadi
Make up Assistant: Nthabi Tshabalala

Unit Manager: Mandla Madi
Unit Assistant: Mike Dube
Medic: Pertunia Makena
Child Minder: Alungile Mdiya
Child Minder Assist: Palesa Tsele
Catering: Lulu Stone

Music: Freddy Gwala
Music Supervision: (Not an IDIDTHAT member)

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.