DStv's new cinema ad is South Africa's first fully animated 3-D cinema commercial. Conceptualised by Ogilvy Johannesburg, the ad establishes an industry benchmark for advertising via this medium.

Ogilvy Johannesburg creative director Jonathan Beggs says DStv is all about entertainment, choice and innovation. "With over 80 channels, it offers an endless array of options to satisfy a variety of tastes. To highlight this range - as well as to show people just how cutting-edge DStv is in terms of content delivery - we began working on South Africa's first fully animated 3-D cinema commercial," he says.

The commercial tells the story of a little girl who visits a balloon artist in a park. The artist becomes increasingly more exasperated and desperate as he tries to impress the little girl, who doesn't seem at all interested in his dazzling array of balloon creations.

Using 3-D animation enhanced by 3-D effects, the ad tells a simple story that mirrors the search for great content on TV with the end-line "Whatever you're looking for, we've got it".

Graham Pfuhl, marketing and sales director, is delighted with the ad: "DStv is all about entertainment and 3D depicts that entertainment in a very special way."

The commercial was conceptualised by Dan Parmenter and Chantelle dos Santos at Ogilvy and animated by Luma, which specialises in character-driven storytelling.

The commercial will be flighted in 3-D cinemas nationwide in June and will be supported by balloon-themed cinema activations, getting kids involved and capturing the colourful variety of choices available to everybody on DStv.

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