Dani Hynes recently directed a five-spot campaign for First For Women with Black River FC's creative team of Ahmed Tilly, Vanessa Gibson, Lufuna Mavhungu and Ilze Venter.
This series of ads was created around the insight that man logic causes men some lapses in practical reasoning. "The campaign is based on such an exquisitely simple insight that its genius lies in the brevity of the humour," says Dani. "What Black River presents is a series of brand promises designed around the elusive, yet hilarious, nod to the aeons of misunderstandings between men and women as they struggle to 'get' each other's logic."
Watching people be themselves when they think no one can see them is always entertaining. Seeing men right on the precipice of common sense is comedy gold. More importantly, it is the very best way to highlight the unique selling points of the First For Women offering to the people who find this behaviour not only ridiculous but poorly thought through - women. "The aim of the ads was to always maintain the brand promise and deliver it in a surprisingly funny, beautiful and rewarding way," says Dani.
The Director of photography was James Adey and Jason Basson of OBPP was the editor for the campaign.
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