The creative standard of the 2010 M-Net Vuka! entries was impressive this year, according to most of the judges, themselves heavyweights in the advertising industry.
Says Mother Russia’s Festus Masekwameng: “The standard was high. The Arrive Alive campaign stood out because of its fresh and innovative execution.” He was delighted that the Newcomer category was particularly strong this year.
“I was especially impressed by the quality of thinking in this category even though some aspects of the craft and execution may need polishing. The animations were fresh and different; the range of causes much broader, perhaps a direct result of the heightened environmental awareness the world over; and some of the ads were quite fun without trivializing the cause that they were highlighting. This curiosity and enthusiasm is very encouraging in terms of the future of these awards and will also enrich the industry in years to come.”
His view was echoed by Gary King of Picture Tree. “I was hugely impressed with the entries. The Newcomer section was especially good but then so too was the Professional category.” Ironically it may be attributed in part to the economic downturn felt throughout the world this year.
Says Velocity’s Peter Carr: “It probably helped as people had access to more assistance from suppliers and had more time on their hands to shoot a PSA.” So where could there be improvement for next year?
The organisers support King’s observations: “We really need to do more work that is truly South African. We need more vernacular work, more Afrocentric work and more work that speaks to the general population because the issues are issues that are relevant to all. Wouldn’t it be great if the award-winning Selinah commercial was translated into different vernaculars South African languages and shown on all television stations?”
Says Willie Saayman of Left Post Production: “People have great concepts, but realising them is often the challenge for young filmmakers.”
“Scripts,” added Carr, ‘Those that fell short of winning were primarily because the ideas were just not strong enough to start with. Most of the commercials were pretty well executed but in general I felt there could still be more attention to detail in the crafting of the films.”
So while there was cause for celebration, the judges had plenty of advice for those thinking of entering next year.
Carr was emphatic: “Don’t copy old ideas. We need to see the WOW factor at work with commercials that stand out from the crowd and that break the boundaries. Look to this as an investment in your future and to get noticed. Start thinking international quality.
“Spend more time seeking that amazing idea. Look for guidance and assistance from professionals in the advertising and film industries before you begin and get mentorship during the process. Take your time perfecting the work!”
Said Clinton Bridgeford from Young and Rubicam: “It (The M-Net Vuka! awards) is a very important programme on many levels; it helps to educate students through real exposure to the entire process of creating a TV spot, and in turn allows these students to leave their institutions with a produced TV spot on their reel which is a great advantage for anyone looking to impress an agency.
“It’s also a very public forum to showcase your work and proficiencies. It allows agencies to push the boundaries creatively, and in my experience is a great way to expose juniors to the art of the TV production process.”