TOPS at SPAR: Ice Run

Because of ongoing lockdowns and curfews, South Africans were hosting more day drinking events at home. South Africans also don't consider drinking and driving during the day as problematic as drinking and driving at night. Which led to a significant increase in daytime drunk driving incidents. TOPS at SPAR, South Africa's largest liquor retailer and TBWAHuntLascaris wanted to address this.
So we made this spot.

The track at the end is called a gwijo.
A traditional African chant that is used to commemorate important events.
it is a song structure that most South Africans are very familiar with and gives us the instant emotional pull that we need for messaging of this nature.
The lyrics speak to never letting go.