GALLERY 20: Adult Literacy Project - Optometrist

A combination of great casting, art direction and choice of music makes this spot, which illustrates the widespread illiteracy in South Africa, a compelling one to watch. At first the nervous man trying to make out the letters on the chart, overseen by a white-coated optician, seems to have a sight problem, but the film reveals he cannot read at all. A difficult issue conveyed with simplicity and sensitivity.

Product/client: Adult Literacy Project

Agency: Joe Public

Shop 9b, 2nd Floor

Lifestyles on Kloof

50 Kloof Street

Cape Town 8001

South Africa

T: +27 21 423 9288


Creative Director: Pepe Marais

Agency Producer: Kathy Jones

Art Director: Robyn McMillan

Writer: Ingrid Blohm

Production company: Suburban Films

Cape Heritage House

71 Burg Street

Cape Town 8001

South Africa

T: +27 21 426-2577

F: +27 21 4262586


Director: Kevin Fitzgerald

Producer: Kerry O'Shaughnessy

Director of Photography: Trevor Brown

Post-production company: The Refinery

Longkloof Studios A

Darters Rd Gardens

PO Box 15711

8018 Vaeberg

South Africa

T: +27 21 480 3100

F: +27 21 480 3101


Editor: Isa Jacobson

Music: Vusi Mahlasela; Gallo Records