Frieze Films’ Tony Baggott recently directed two commercials for The 2012 Carling Black Label Cup. After the success of last year’s inaugural tournament, the fans will again get to be the coach and choose the teams for 28 July 2012, when title holders Orlando Pirates take on arch-rivals Kaizer Chiefs at FNB Stadium.
Conceptualised by Ogilvy South Africa, last year’s integrated campaign for the Cup won Gold, Silver and two Bronzes in various categories at Cannes Lions in June 2012, as well as Gold at the One Show and Ad of the Year at The Creative Circle.
Working with Ogilvy’s creative team of Jonathan Lang, Logan Broadley and Benjamin de Villiers, Tony retained the look of last year’s campaign, but shifted the focus.
The original campaign featured soccer legend Ruud Gullit, a two-time World Footballer of the Year and former FA Cup-winning Chelsea coach.
This time the spotlight is on the players and their locker-room preparations. “I really wanted to make the fans feel like they were there in that change-room with their heroes,” says Tony.
Shooting inside FNB Stadium, he crafted standout performances from both captains - Orlando Pirates’ Lucky Lekgwathi and Kaizer Chiefs Itumeleng Khune. “It felt like I got my own chance to be the coach,” Tony laughs.
To view more of Tony’s work, visit www.friezefilms.com.
About Frieze Films
Frieze Films is an award-winning South African production company, representing commercials directors Tony Baggott, Malo 8, Rob Malpage, Ian Mason and Jonty Fine. Frieze Films also facilitates international productions within South Africa and into Africa.