sanlamSanlam Investments have done a very smart move by channelling the legendary story of Ali vs Foreman otherwise known as The Rumble in the Jungle in their latest television commercial.

It was shot by Giant Films and directed by Robin Goode.

Why Sanlam and Ali vs Foreman?

The Rumble in the Jungle was a historic boxing event in 1974 in Kinshasa, Zaire (now Democratic Republic of the Congo).

Held at the 20th of May Stadium on the night of October 30, 1974 (4:00 am), it pitted the undefeated world heavyweight champion George Foreman against challenger Muhammad Ali, a former heavyweight champion. Ali won by knockout, putting Foreman down just before the end of the eighth round. It has been called “arguably the greatest sporting event of the 20th century”. via

The Sanlam brand is deeply routed in the culture of South Africa. In fact Sanlam is one of the oldest continuously running companies in South Africa – so the brand has a long history which does makes it slightly difficult to shift around as markets develop.

With a strategy of moving into the rest of Africa and other emerging market territories, the brand has managed to combine a universal story with a French voiceover to perfectly introduce the brand to new markets, while at the same time not alienating their existing customer base.

Santam, who are also part of Sanlam, have done the same thing with their latest TVC, BTW also produced by King James.

Although it is very much behind the scenes, the brand strategy that has been developed here is pretty clear and elegantly executed in these two television commercials.

That’s the value of hiring a world-class ad agency who understand the challenges the brand faces, but can also plot a route to make the transforming brand compelling for new audiences.

It’s genius in action and if you look closely enough, you’ll see it here.

Sanlam Investments: Genius

Through King James Group
DOP Jamie Ramsay,
Editor Anthony Lee Martin at Deliverance,
Flame Marco Raposo de Barbosa at Black Ginger,
Music by Pressure Cooker.