Nedbank’s new business banking TVC titled Reins demonstrates the importance of successful partnerships. Creative agency Joe Public used the metaphor of a ‘coach’ to illustrate the role Nedbank plays in championing the growth of its clients’ businesses. The campaign’s insight is that in every business cycle, there is a peak moment when the business owner realises they need assistance to grow and take their business to a new level.
Directed by Velocity Films’ Greg Gray, Reins is a beautiful portrayal of the life story of a farmer and a foal, who grows up to be a winning racehorse – but only with some outside help. The agency says, “The story transcends throughout the various growth stages of the horse, with the key moment in the commercial being when the farmer realises he can no longer effectively train the horse himself. Rather than quit his dream, he calls on someone more capable and experienced to partner with him to take his horse to victory – elegantly signifying the importance of having the right partnership.”
The ad was filmed on a picturesque Wellington farm and a racecourse in Durbanville in the Western Cape. The commercial required seven months of technical production and six days of filming the 8 different horses which star in the ad.
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