The creatives behind the campaign are the Draftfcb team, headed up by Grant Jacobsen and Neo Mashigo, and Ola Films! director Amy Allais - a dream pairing that already scored a huge hit with Vodacom's “The Internet is Maklik” campaign. But the “Single Ladies” ad - with almost 100 artists, 150 extras, 21 different locations and truckloads of costumes - was an epic challenge.
Casting was central to the success of the spot and director Allais and the Draftfcb creative team of Neo Mashigo, Grant Sithole and Marcus Moshapal were very involved in the search for the freshest 'local' talent.
“The whole point of Vodacom's campaign is that it makes the Internet accessible to everyone and we really wanted to extend that idea to casting too, so we hit the streets of South Africa looking for some homegrown divas!” explains Allais.
And divas they got - from cutie-pie schoolgirls to township hipsters to Karoo greybeards! Providing crucial guidance to the amateur dancers on set were choreographers Adele and Natalie Fischer, who had the mammoth task of teaching the choreography to 250 cast members and the lead - Asher Stoltz. “Asher was just such a trooper - he had to dance in every set-up - all day - every day! And he had to rock those cut-off shorts,” laughs Allais.
Lensing the spot was hotshot DP Willie Nel, who rose to the formidable technical challenges of transitioning from set-up to set-up seamlessly. “The camera had to be in exactly the same position in each location and the dancers had to hit very specific marks so everything
would line up in the edit. There is a lot of sweat and tears that goes into making things look this effortless!” explains Ola Films! Executive Producer, Olivia Leitch.
The spot can be viewed on vodacomfame.co.za and to further sweeten the deal there are outtakes, prizes and a handy dance-move tutorial - so you too can be an Internet star. Allais is thrilled with the added exposure: “It's really great when people unwittingly forward you your own ad, just ‘cause they think it's cool.”