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SUDDENLY, 3-D advertising is everywhere. Even Checkers – not notably a cutting-edge advertiser – introduces 3-D CGI animation as the highlight of a feel-good Christmas advertising campaign by its agency, Ninety9cents, and animation kings Masters & Savant, which integrates the ad with point-of-sale, print and digital.
In bluntly traditional style, the 45-second spot urges: “It’s the most wonderful time to change to Checkers” and taps into childhood memories of the festive season and downplays price considerations in an appeal to their hearts and minds to make Checkers their holiday season store of choice this year.
“While things are going better this year than in the past two years of the recession it’s still not that great. Many South Africans are still feeling depressed about their finances, with the outlook for Christmas celebrations being slightly grim,” says Ninety-9cents MD Andrew Brand. “The new Checkers campaign promises that even though it’s been tough over the past year you can still afford to have a great Christmas if you change to Checkers.”