CADBURY / ZWELETHU RADEBE

Cadbury ‘Moms Birthday’ ad, directed by Zwelethu Radebe from Egg Films on Vimeo.

After a spate of awards for Vuka and a merit at the One Show awards, Zwelethu gets nostalgic and pulls at the heart strings for Cadbury.

Vuka, Zwelethu’s hard hitting short film for SAB “ Be the Mentor” has just won a merit at the One Show Awards in New York. It has also been won Editors Choice on Little Black Book, come 2nd for 2018 in the Creative Circle Awards, shortlisted at Ciclope and won Best of Reel on ididtht.

Shortly after completing Vuka, the team were back at it shooting the Cadbury spot.

Can we take a second to appreciate moms? Work, dinner, family life, your homework – she’s got a lot going on. Cadbury’s latest TVC tells the story of one little girl doing what she can to make her mom feel special on her birthday.

“Whether it’s in 60 seconds or 180 minutes, story is everything.” Egg Films’ Zwelethu Radebe’s filmmaking is defined by an empathy for his characters and a genuine interest in what they experience, so naturally a lot of the really important work happens during casting. In this piece we enjoy three beautifully juxtaposed characters for a brief moment. Enormous in their subtlety – the performances are understated and nuanced.
When growing up Zwelethu’s dad owned a filling station and convenience store in Soweto so ‘Mom’s Birthday’ lands in a particularly nostalgic place for its director. The ad is an adaptation of a British commercial, but interestingly feels distinctly South African. Working alongside Egg producer Saskia Rosenberg Haak, Ogilvy creatives Terry McKenna, Sue Jenner, Hazel Davies and DOP, Fabian Vettiger, Zwelethu delivers authentic textures, effortless visual aesthetic and a complimentary ensemble cast for one of the sweetest ads of the year. Watch it now, then go phone your mom!


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