Extreme is a brand that recognizes the value of confidence and positivity in our society. It is the energy beverage for guys and girls who are out and about, hustling and working to achieve their goals no matter the obstacles and challenges thrown at them.
Since early this year, the COVID 19 Lockdown has hindered ambitious South Africans from getting on with their hustle. It’s become very hard for them to “make moves” in these tough times. This slowing down of momentum has left people feeling restrained and less confident, and this shows up as a lack of energy – both physically and emotionally.
Extreme Energy values and recognizes positive energy in its new futuristic television commercial titled “UNSTOPPABLE”, and has packaged this compelling TV commercial as a salute to the irrepressible positive energy of South Africans, and to their ability to show up, no matter what.
‘With this TVC we set out to reflect the drive of the lead character to get on with the hustle and craft, no matter what – and how he does it with determination. We wanted to show how your favourite track and your own innate confidence can give you that boost.’ says Morne van Greunen, Marketing Manager for Extreme Energy.
The 30-second commercial opens with the lead character ordering an Extreme Energy drink at the bar, and taking a sip, he starts the journey to a very unorthodox DJ set on the roof-top. On his ‘‘surreal’’ journey, we see him being amped-up and cheered on by a growing group of characters whose costumes and performance reflect a post-Afro Futurist style – which aligns with the progressive motif of the TVC. Award-winning director Bruno Bossi of Carbon Films is a master of the technical and with this TVC he brilliantly employs the ‘‘Theatre of the Mind’’ – depicting these characters as a manifestation of the lead character’s confidence that builds up as the music beat and energy rises. He doesn’t physically see them, but it’s clear that he is aware that they are there.
From the first sip of Extreme Energy, we hear an original Amapiano score, with a mesmerising and up-tempo rhythm that invigorates him and propels him forward. As the soundtrack for this TVC, Amapiano is perfectly in step with the Afro-futuristic style and aesthetic of the cinematography. The Amapiano genre was born in South Africa and is fast becoming the universal up-tempo sound that reflects the heartbeat of our nation. The music propels our lead character forward with lyrics like ‘‘dlala bozza’’ which means ‘’go on and play big guy or boss man’’, and his confidence and energy become palpable so that when he reaches the rooftop, it’s not about stepping up on stage but rather stepping up to his best ability and giving it all he’s got.
The message is clear. Extreme Energy supports positive energy and our consumer’s confidence to step up and show up and get the party started– no matter what.
The TVC will be aired on selected SABC, DSTV and e.tv channels locally and on the international Viacom network from 9 November onwards.
To view the commercial, please click on the following links:
Alternatively, follow the action on Instagram and Twitter @extremenergydrink
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