Lowe Cape Town Celebrates Consistency for Prudential

By Erik Oster 

Lowe Cape Town and production company 0307 Films took to Nosy Iranja, a remote island village off of Madagascar with only 300 inhabitants, to film “The Fishermen” for Prudential.

The beautifully shot, 1:45 ad, was directed by Kim Geldenhuys and cast entirely with villagers from Nosy Iranja. It shows a boy and his grandfather going out on their boat fishing everyday, despite disappointing results. After weathering an intense storm, they finally hit the payload and bring back a boat full of fish to the village. At this point, the connection to the brand is finally made with the line, “Success comes from being consistent. Day after day, month after month.” This is followed by the brand’s tagline, “Consistency is the only currency that matters.” Somehow Lowe Cape Town managed to make the subject of consistency interesting, and they didn’t even need dialogue to do it.

“It’s a very simple analogy which conveys Prudential’s message in a humble and poignant manner,” Lowe executive creative director Kirk Gainsford told Adweek. “We wanted to steer clear of all the clich├ęs of showing aspirational people getting ahead in life and so on.”


Agency: Lowe Cape Town
Producer: Riska Emeran
Executive Creative Director: Kirk Gainsford
Creative Director: Alistair Morgan
Art Director: Bruce Harris
Account Manager: Sarah Hall
Sound Design: Stephen Webster, TheWorkRoom
Music Production: Pulse
Editor: Kobus Loots
Edit Company: Upstairs Post
Postproduction House: Black Ginger
Production Company: 0307 Films
Producer: Tess Tambourlas
DOP: Alard De Smidt
Director: Kim Geldenhuys
AD: Craig Brorson