Nomfundo’s comment: “You know when a film leaves you with a smile? That’s what Thina Zibi did here. This is a story I’ve been yearning to see in our South African commercial space. A story about the coloured community that showcases their spirit, their joy, their love for family – blood or no blood. How they carry each other. Their pride. Their shared sense of humour. I love that this film didn’t try to do a diversity job, but it celebrated a group of people in their culture, in their language and in their raw form – but still giving it a cinematic, doccie-style texture that makes you feel like you’re in the neighbourhood through breaking the 4th wall. Each performance feels familiar and relatable. Watching this felt like a warm hug.”

Chloe’s comment: “These spots are so charming. There’s a noticeable attention to detail throughout. I love how they champion South African characters so fearlessly; big performances with wall to wall nuances punctuated by an endearing voice over. Just lovely. I was smiling from beginning to end.”

Hayden’s comment: ‘In film the viewer needs to be able to relate either to the characters in the story or the subject matter in order for a point to be driven home. Emotions are powerful even more so when they are universally relatable and shared. Stitching four different stories together seamlessly is no small feat. The common thread is one’s phone and with this being the product that is marketed (Absa Rewards Travel App) there is 5 seconds of uninterrupted product placement that doesn’t feel forced. Each adventure unfolds with great use of universally shared human experiences, I.e. a smile, a sigh of relief, laughter, dancing, warm embrace, celebration…

These experiences are cleverly woven together with great editing finesse. Transitioning effortlessly. Well done Thina for crafting this evocative piece encouraging people to ‘go beyond’!.”

Sbu’s comment: ‘I think it’s a beautiful ad, great concept. The visuals were beautifully shot, and a VO well written.’

Thembalethu’s Comment: ‘The brilliance of this execution is how Thina managed to invite those who may not be in the “inside joke” into the world. Perfect casting and comedic timing. I thoroughly enjoyed it. One of the few ads currently in market that I don’t mind seeing repeatedly.’