12 December 2014
Last year when most retailers chose to close their stores, Pick n Pay kept theirs open on the day of Nelson Mandela’s funeral and donated all the profits of the day to the Nelson Mandela Children’s Hospital Trust. The retailer has decided to do it all again (this year) to commemorate the first anniversary of his passing. Again, all profits of 14 December 2014 will go to the Trust.
Pick n Pay’s brief to Y&R was to create a TV commercial to remind all South Africans of Nelson Mandela’s legacy. Although he’s gone, South Africans are encouraged to continue to live his values and Pick n Pay is doing their bit to lead the way, with an inclusive and heartfelt gesture, that all South Africans can be a part of simply by shopping at Pick n Pay on 14 December 2014.
The TV commercial is a montage of authentic photographs and footage captured during the week our country mourned the passing of Nelson Mandela.
The soundtrack, ‘Something Inside So Strong’ by Labi Siffre, was re-recorded by talented South African musician Lira, quoted on the Pick n Pay website saying, “[the song] speaks directly to the legacy that Madiba left for me, my generation and those to come. After I was told that this song was one of Madiba’s favourites during his incarceration, I decided to record and sing this version in honour of his 92nd birthday in 2010. I will forever be grateful to him for the confidence he gave me to stand up and be the change I wanted to be and see in life.”
The TV commercial started flighting on 5 December 2014, one year after his passing, on SABC 1, SABC 2, SABC 3, MNet, dsTV and eTV.
For more information go to www.picknpay.co.za/workingforgood.