SectorMedia / entertainment, Broadband/telecoms, Technology and Mobile phones
Superstar Beyonce Knowles' 'single ladies' provides the backing for this latest TV spot for Vodacom by Draftfcb Johannesburg.
The ad marks the start of a campaign to let South Africans know how easy it is to connect to the internet with Vodacom.
A bearded man travels around South Africa, recruiting backing dancers in everyone he meets, from farmers to schoolgirls, as he recreates Beyonce's dance routine for hit song 'Single Ladies' and records his exploits with his Vodacom mobile.
The ad ends with the message to 'connect more' and 'live more' urging people to use the internet via Vodacom to stay in touch with friends and family.
The aim is to dispel the myth that connecting to the internet requires a great deal of technical expertise and the campaign will show customers just how easy it is to get connected to the internet.
The 60-second commercial broke late in June after three 15-second teaser ads flighted for a week to prime television viewers. The remainder of the campaign will feature more phases of television advertising as well as online, print and radio.