Tropika’s “Smoooth Rider” Advert Delivers a Nostalgic Celebration of Local Talent and the New Tropika Zero product range.
Cape Town, South Africa – Tropika, the iconic SouthAfrican dairy fruit juice brand, has released their latest TV advert as part of their 2023 Campaign, titled “Smoooth Rider,”which is currently airing on local TV stations, YouTube, and social media platforms.
With a strong emphasis on nostalgia, the advert takes audiences on a trip down memory lane, highlighting the best of South African talent from the directors to the actors. The production design and costuming are filled with delightful hidden trinkets, transporting viewers back to theirchildhood.
“Tropika has a heritage of nearly four decades, making it a unique part of manySouth African’s lives. We wanted to reignite this nostalgia and the brand love consumers hold dear to their hearts. Well known for its smoooth taste, this commercial showcases how Tropika seamlessly fits into everyday reality, making everything just a little smooother,” shares Miantha Roux, CloverBeverages Business Unit Head.
The advert underpins everyday South African quirks with extraordinary attention to detail without feeling garish or kitsch. It is precisely this attention to detail that has placed this advert on the precipitous of icon status – this will become the talk of every home. From the beaded wooden seat massager to the instantly recognisable Hulu dancer bobbing on the dash board, there are subtle nods to memories we all hold dear. The use of satire through the little roadside shack titled “Load Shed” followed by the gargantuan potholes which must be precariously dodged at high speeds as if one were a professional circuit driver – something any motorist in South Africa will unreservedly attest to sharing sentiments with.
The production design and styling are further testament to the incredibly talented skills of South African story tellers and filmmakers alike. With the opening sequence set in a jaundiced tropical roadside oasis with saturated blue skies, palms that breezily sway in the oceanic pulses and a robustly rusty sky-blueFord Sierra this advert transports you to a happier world of smoooth Tropika sipping immediately.
Further, we would like to highlight the almost criminally clever use of fastidious colours, shapes and iconography to gently nudge your perspective in the direction of the skilful nuances that tie back to the brand.
Francois de Villiers, ECD at Joe Public adds: “We needed to make the idea of “smoooth” relevant to today’s South African youth, while still maintaining the brand’s island roots. So,we put ourselves in their shoes or rather, their car seat. We took one of the most daunting experiences they face, their driving test, accompanied by a few other infamous South African challenges, and gave it an island twist. Showing that no matter how rough things get, you can get through it, when sipping on the smoooth life with Tropika.”
“In Bryan van Niekerk, Asher Stoltz and Eduan van Jaarsveldt of Team Best, we found the perfect partners to bring the off-beat storytelling, understated humour and laid-back style of the islands to life and keep South Africans entertained and thirsty. (Big ups to Bryan who also composed the kiff music track.)”
In addition to the skilled cast and crew, the advert also highlights the all-new Tropika Zero, which has zero added sugar. Through this launch, Tropika Zero provides the perfect alternative for health-conscious consumers.
The “Smoooth Rider”advert is already generating buzz on social media, with fans praising the nostalgic feel and the talented cast and crew. With its combination of local talent, nostalgia, and health benefits, Tropika’s latest campaign is set to be a hit with South African audiences.