5FM rakes in three Loeries for Without 5 TVC

South Africa’s premier youthful radio station and content platform, 5FM, is the proud recipient of three Loerie Awards for its recent television commercial entitled Without 5. The 2015 Loeries, which was hosted in Durban last night, awarded 5FM a Silver Loerie in the TV main category, a Craft Certificate for sound design and a Craft Certificate for best use of licensed music.When 5FM launched its new television commercial in May this year, the messaging was clear and direct – Without 5, it’s just you. Set against a backdrop of truly South African landscapes, the advert looks at different people dancing without a soundtrack, making it look awkward. But it all comes together when Goldfish’s track Take Back Tomorrow kicks in and everyone’s dance moves make sense.

The advert premiered across SABC TV channels and it didn’t take long before it was lauded by critics for its effective simplicity. When SA Film Reel asked Mike Barnwell, executive creative director at FCB, to choose his favourite TV advert for July, he selected 5FM’s Without 5 saying it was a ‘really strong idea that’s only been made stronger through the execution – gritty, real and unmistakably South African’.Upon naming the advert Ad of the Week, online publication MarkLives.com’s Oresti Patricios referred to it as simple and powerful. Patricios, ‘This commercial movie is a celebration of movement — of people from all kinds of different walks of life, dancing. But the ‘punchline’ here is that there is no music.’

‘The 5FM team is thrilled that our TV commercial has been recognised by the Loeries judges this year,’ said 5FM stationmanager, Justine Cullinan, ‘We are especially proud of the Craft Certificate in Best use of Licensed Music as this is a partnership with local musicians Goldfish and local label partners, Sony Music. In keeping with the 5FM brand, Without 5 showcases and supports local music.’5FM & Goldfish have a long standing working relationship, so this synergy was a natural progression for the two brands. Spiro Damaskinos, Director: Africa A&R and Marketing, Sony Music said, ‘We are thrilled about the news of the Loerie Awards. When we were initially approached by 5FM with their creative we knew straight away that Goldfish’s “Take Back Tomorrow” was the perfect soundtrack, and the award verifies that.’

The creative team at King James II conceptualised the idea using the notion that 5FM has always remained cutting-edge and inclusive at the same time. Without 5 represents 5FM’s brand essence – Life Amplified. Conceptualised by the award-winning King James II and directed by Terence Neale, the advert brings across the key message that without 5 – there’s something missing, and it’s just you. As South Africa’s foremost youthful radio station and digitally savvy content multi-platform, 5FM advocates this mind-set – 5FM is the soundtrack to your life.