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Champagne corks popped as BP's SA United television advert, created by Ogilvy Johannesburg, took gold at this year's 31st annual Loerie Awards held in Cape Town at the weekend.
BP has enjoyed unprecedented success this year, claiming the coveted annual Sunday Times Top Brand Award as SA's top petroleum player for the 9th consecutive year, regardless of the new methodology used for the first time by independent research house TNS; followed by a Gold Loerie Award in the TV & Cinema Commercial category for its ‘SA United' soccer advert.
BP's television advert, which was screened during the Confederations Cup, used soccer as the platform to bring South Africans together - to compete, to contest - but also to laugh and celebrate SA's diversity as a nation.
It had South African viewers in stitches as soccer mad fans were getting into the spirit of the game by taking to the field - with big mamas playing ball with café owners and divas challenging taxi drivers.
Joe Mahlo, BP's Head of Marketing says winning the Loerie Award is largely due to an outstanding team effort on the part of all staff and business partners.
"Ogilvy's commitment and multi-disciplinary role they have played in delivering ongoing innovative campaigns across the BP brand have added to BP's growing success.
He also believes the ‘uniqueness' of the BP SA United campaign was key to winning the award.
"We wanted to touch the public with a lasting audiovisual experience that would create talkability and also offer a significant viral effect, which the campaign certainly achieved.
"BP has kept the South African public engaged, entertained and informed via a number of major advertising campaigns for more than 80 years already and will continue to do so in the months and years ahead", says Mahlo.
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