"This is the theme of our latest brand commercial, a modern-day story that demonstrates our philosophy to the country in the hope of inspiring South Africa's next generation of innovators," says Bernice Samuels, FNB chief marketing officer.
It's a tale that addresses a harsh reality that millions of South Africans face daily - the fear of walking alone in the dark.
But what if there was a way to help - a way of using innovation to turn fear into joy?
"We often neglect the importance of offering HELP, even in the simplest of ways. Through this campaign we hope to ignite the spirit of innovation and inspire all South Africans with extraordinary ideas, waiting for the chance to make them a reality," says Samuels.
This commercial tells the story of a little girl who is afraid of the dark and what it may hold, yet she has no choice but to venture out, night after night... Until, a complete stranger whom she never meets decides to use his innovative skills to help her, in an unexpected and creative way - a selfless act that not only changes her life forever, but also the lives of the people in his community.
"FNB is a brand of high ideals and has a long history of leading from the front, not just in terms of product and service innovation, but also in terms of its social insight focused on building a stronger, unified and values based nation, referring to our Praise Singer, Anthem, and Dog ads to mention a few. It is an embodiment of FNB's belief that helpful innovation can light the way forward to a brighter, better future for everyone in our country," Samuels concludes.
The commercial flighted last night, Thursday, 12 September on SABC 1, 2, 3, e.tv and the following DSTV Channels - Mzanzi Magic, Mzanzi Wethu, MNET, KYKNET between 1844 and 1902 - so if you missed it, here it is...
