You know the experience all too well. You’re sent to the store with a list of items to buy and end up at home with packets full of everything except the very thing you set out to buy! This is the common household narrative brought to life in the latest full-length TVC from South African retailer, West Pack Lifestyle. According to responses online, viewers seem to be loving the sentiment; the all too familiar experience has resulted in the ad garnering loads of laughter. Directed by Lesedi Rudolph, the concept was a merging of minds from the team at the Johannesburg based creative agency, SteelVelvet Creative Concepts, newly appointed as the agency for PR, digital content management and advisory for West Pack Lifestyle.
Depicting the typical family scenario, we see a Dad (Emmanuel Castis – Binnelanders) arrive home, his hands barely able to contain everything from storage containers and swimming goggles to puzzles, balloons and even an inflatable swimming pool! Mom (actress Megan Carelse) chuckles at the sight, knowing he’s forgotten the very thing she sent him to the store for – the coveted toilet paper. The penny drops and dad scurries back to the store while the cutest little voice emerges with, “He had one job!” by his daughter, played by 4 yr old debut star Tatiana.
“The West Pack brand at its core is about family. You walk into one of their stores and there is literally something to cater for everyone’s wants and needs - mom, dad, kids, granny and even pets! We wanted to have that come through in these ads and remind customers why they love the brand so much,” shared Stacey Holland, Chief Conceptualiser at SteelVelvet Creative Concepts.
The ads were launched on TV as part of a two-part series in December 2020, making it West Pack Lifestyle’s debut in the television advertising space. The creative is a clear and clever message; it highlights a shopping experience familiar to many a West pack customer. It reminds South Africans of the extensive variety on offer from the brand. The move to advertising on TV may also be seen as a statement of the growth of the local retailer, positioning it as a formidable brand in the world of retail – a friendly nudge to competitors in the industry that they’re here to build a legacy.
He Had One Job (30”) - https://youtu.be/VvioLYKsACY
More Store, More Value (30”) - https://youtu.be/3FJXGqxnosQ
He Had One Job (15”) - https://youtu.be/ERfH-8WEeQ0