This was a relatively conceptual Ad using a juxtaposition of a play with words and action in a manner that created a dramatic tension, yet left you with a smile on your face and pride in being part of a diverse South African family. This was no "typical" Ad. In it's conceptual-ness, it trusted its audience to "get it". And to top it all we chose to use abstractly timeless music from one of South Africa's most eclectic musos, the late Dr Philiip "Malombo" Tabane, which gave the commercial a rootedness to a South African sensibility, yet still boundless in universality. This is one of our most timeless Ads.