Tropika releases a Nostalgic TV Ad
Tropika, the iconic SouthAfrican dairy fruit juicebrand, has released their latest TV advert as part of their 2023 Campaign,titled "Smoooth Rider,"which is currently airing on local TV stations, YouTube, and social mediaplatforms.
With a strong emphasis on nostalgia, the advert takesaudiences on a trip down memory lane, highlighting the best of South Africantalent from the directorsto the actors. The production design and costuming are filled with delightful hiddentrinkets, transporting viewers back to theirchildhood.
“Tropika has a heritage of nearlyfour decades, making it a unique part of manySouth African’s lives. We wanted to reignite this nostalgia and the brand loveconsumers hold dear to their hearts. Well known for its smoooth taste, thiscommercial showcases how Tropika seamlessly fits into everyday reality, makingeverything just a little smooother,” shares Miantha Roux, CloverBeverages Business Unit Head.
The advert underpins everyday South African quirkswith extraordinary attention to detail without feeling garish or kitsch. It is preciselythis attention to detail that has placed this advert on the precipitous of iconstatus - this will become the talk of every home. From the beaded wooden seatmassager to the instantly recognisable Hulu dancer bobbing on the dashboard,there are subtle nods to memories we all hold dear. The use of satire throughthe little roadside shack titled “Load Shed” followed by the gargantuanpotholes which must be precariously dodged at high speeds as if one were aprofessional circuit driver - something any motorist in South Africa willunreservedly attest to sharing sentiments with.
The productiondesign and styling arefurther testament to the incredibly talented skills of South African storytellersand filmmakers alike. With the opening sequence set in a jaundiced tropicalroadside oasis with saturated blue skies, palms that breezily sway in theoceanic pulses and a robustly rusty sky-blueFord Sierra this advert transports you to a happier world of smoooth Tropika sipping immediately.
Further, we would like to highlight the almost criminallyclever use of fastidious colours, shapesand iconography to gently nudge your perspective in the direction of theskilful nuances that tie back to the brand.
Francois de Villiers, ECD at Joe Public adds: “Weneeded to make the idea of “smoooth” relevant totoday’s South African youth, while still maintainingthe brand’s island roots. So,we put ourselves in their shoes or rather, their car seat. We took one of themost daunting experiences they face, their driving test, accompanied by a fewother infamous South African challenges, and gave it an island twist. Showingthat no matter how rough things get, you can get through it, when sipping onthe smoooth life withTropika.”
“In Bryan van Niekerk, Asher Stoltz and Eduan van Jaarsveldt of Team Best, wefound the perfect partners to bring the off-beat storytelling, understated humourand laid-back style of the islands to life and keep South Africans entertainedand thirsty. (Big ups to Bryan who also composed the kiff music track.)”
In addition to the skilled cast and crew, the advertalso highlights the all-new Tropika Zero, which has zero added sugar. Throughthis launch, Tropika Zero providesthe perfect alternative for health-conscious consumers.
The "Smoooth Rider"advert is already generating buzz on social media, with fans praising thenostalgic feel and the talented cast and crew. With its combination of localtalent, nostalgia, and health benefits, Tropika's latest campaign is set to bea hit with South African audiences.
