Kate’s comment: “Good sound design is often an undervalued part of the production process, but done right, it can make a huge impact. So, as a writer by trade, I need to call out this piece as an example of that impact.

In a commercial that chops and changes between many different scenarios and countries, the first element that lets the viewer know where you are is the sound. This always runs the risk of sounding disjointed and jarring, but the sound design here makes it seamless and easy to follow. There is a great mix of energy and stillness to really let the scenarios breath and allow you to absorb what’s going on before you jump into the next scenario. So, what could very easily become fast and frantic, rather feels like a journey with ups and downs, as well as space and movement that not only matches, but accentuates the editing in a smart, engaging manner.”

Galaletsang’s comment: “This piece is a lovely ode to Bafana fans who have stuck with the team through thick and thin. What’s even lovelier is how Paul brought to life the rollercoaster of emotions that supporters have experienced for the last three decades. The storytelling is effortless, the editing is seamless and the performances are well-nuanced, while the sound design and music hit the right notes.”

Fran’s comment: “I loved how the music captured longing and hope, and felt like it was native to the place the film came from. It was wistful but also profoundly uplifting. There were a whole lot of predictable music choices available here, no doubt. I like that they were resisted.”

Jono’s comment: “Like a good wirecar itself, the use of music in this film feels superbly balanced. It pushes where it needs to, sits back when it should, and punches out when the story needs it – never overwhelming the narrative or the characters. It’s a wonderfully skillful demonstration of how music elevates a story without dominating it”.

Gale’s comment: ‘A cute and nostalgic jingle. The tension between the shots and lyrics kept me excited to see and HEAR the next Fanta fantasy.’

Jeanine’s comment: ‘A double Craft Mention for a Double Malt felt appropriate. In this case, for Editing from Evy Katz and for Sound Design by Alex Smillie. The editing is at the perfect pace for this storytelling spot, and keeps that story going in a natural, humorous rhythm. The sound design is subtle and on point, and builds beautifully towards the end. Both disciplines add a lot to this well-brewed piece.’

Juliet’s comment: ‘I was sucked into the story right from the start, meeting our hero and then being rewarded along the way with some excellently dumb jokes (‘finishing the treadmill’ being my personal favourite). The larger-than-life story and proud narration held the commercial together and the messaging was clear. When you don’t stand a chance, give them Chicken Licken. All in all, a feel-good piece, beautifully crafted and I can feel how much fun was had on set and in the edit suite. Editing, grade and music all elevated the craft to make Mr Mgijimi so memorable. Well done to everyone involved.’

Justine’s comment: ‘April was a killer month for commercials. The sheer scope of tones, genres, and styles was overwhelming, and the level of craft was incredibly inspiring.  So many of these pieces felt like the “grand old ads of yore”. They are a joy to watch.
Ultimately, however, it all came down to the Barbenheimer of the South African industry – KFC vs Chicken Licken.
The scale of the works is SO big and the craft that went into both pieces is so remarkable that it’s a pretty impossible choice.
But here goes:

Original Music: Pressure Cooker
‘The old-school feel of this track works a treat and has so much comedy already built into it. So unexpected. So funny.’

Cindy’s comment: ‘We often underestimate the importance of a good piece of music. How it can make you feel, how it can steer a commercial in the right direction even without you realising it. The brilliant piece of original music from Pressure Cooker Studios in Chicken Licken ‘Undefeated Since Forever’ hits every note. It’s clever, it’s witty, it’s funny, it’s tonally perfect. It’s like the icing on the cake of a perfectly crafted commercial. It makes me smile even if I’m not watching the commercial. Bravo.’

Nkanyezi’s comment: ‘The music elevates the story to another level. It’s carefully considered yet feels effortless – an excellent demonstration of how to make music enhance a film, plus it’s such a beautiful song on its own. Massive shout-out to Elben Schutte and Pressure Cooker Studios.’

Grant’s comment: ‘Entertainment! Entertainment! Entertainment! I got as excited to see this on the judging sheet as I did the first time I saw this piece online. Costume design on a hunnid (as the kids say. Do the kids still say that?), out-of-this-world VFX, insane casting. Again, I’ll watch it every time I cross paths with it.’