Since the first swimming pools, HTH has been an institution in South Africa.
Today, it is a proprietary eponym, much like Hoover and Kleenex, outselling all other pool chlorines combined. So when the client approached us to do a TV commercial telling South Africa that HTH’s new formulation was gentler on the skin and eyes, we were careful not to fall into the trap of making too much of the science to the detriment of the sheer joy of swimming. Our solution, use the song “Stay” by Maurice Williams, made famous in “Dirty Dancing” and use it as a backing track to a commercial showing the love children have for swimming and subtly emphasizing the fact that now they really could stay longer in the pool.
To make it even more South African, We also used the eponymous “Marco Polo” game as our golden thread. The movie starts in the morning and ends with a drone shot as we see kids still playing Marco Polo in the late evening, across a whole neighborhood.
The result, a happy, feel good movie that leaves the viewer in no doubt as to who owns “swimming” in South Africa.