South African’s heavyweight TV ad makers have put their shoulder to the Keep Flying initiative wheel to drive the campaign forward into its second week.

Communications agency Draftfcb South Africa launched the initiative in a bid to ensure the country doesn’t suffer from post-World Cup depression after all the overseas fans have gone home – as all other host nations have done. Since kickstarting the campaign, the agency has responded to over 200 emails while the www.keepflying.co.za website has received more than 8 000 hits.

In addition, more than 70 big and small brands have indicated that they’ll be joining the campaign, either by incorporating the Keep Flying device developed by the agency into their marketing communication or by developing an initiative that introduces their own audiences in their own way.

The response from the heavyweight TV ad makers has been among the strongest, with close to a dozen commercials already in production.

Draftfcb Johannesburg executive creative director, Grant Jacobsen, had challenged producers and directors to take ownership of the concept and make it their own, either by encouraging their own clients to incorporate Keep Flying sentiments into their advertising or by producing ads rallying around the call.

Andrew Cleland of Beatroute said: “We wanted to make a big South African flag and film the actual process of the flag being revealed. We weren't quite sure of the medium, until I was put in touch with Simon Bannister, who makes art out of recycled material. He had this awesome idea to make a really big flag out of recycled flags as a community project. We used this as the basis for the patchwork TV commercial. A whole lot of people chipped in to sew the actual flag and film the process in an abandoned warehouse in downtown Jozi. It was great fun, especially when we dropped the flag over the side of the building and realised that it actually looked really good.”

Luma's Paul Meyer co-directed a “Keep Flying Kids” spot with DOP Chris Vermaak. “My big idea was… what can I organize? Kids! Who better to deliver this message anyway? Luma paid for the mic/boom etc, as well as buying additional flags and snacks/juices for the kids. Otherwise everyone involved did everything for mahala!”

Terraplane directed three commercials.

Adam Edwards and Philip Davies are Terraplane's new directing duo. Their concept is simple: to represent the literal hangover South Africans experienced immediately after the World Cup and how we all have a choice in our reactions. “We tried to be as direct and simple as we could with this piece, focusing on the morning routine of a man who doesn't want to let go of his high spirits but still has to get on with his life.”

On another, director John Barker said, "I recently completed a film doccie on my dad Clive Barker called Soccer South of the Umbilo. I had a lot of footage which I used to cut a commercial for this campaign. I believe the two projects have a lot in common in that they are both positive and promote our South African way of life and our love for the beautiful game.”

About his ad, director Dean Fourie said, "I wanted to try and depict how the nation felt as we launched into the greatest event this country has ever seen. As a South African director living abroad represented by Terraplane, I was privileged to be brought from Toronto, Canada in time to see the most amazing display of national pride and togetherness this country has ever seen.”

Sweet Spot Content, formerly known as Sub Urban, also produced three commercials. Executive producer Linda Notelovitz said: “We wanted to visually express the sense of pride South Africans have and how it's been accentuated with the hosting of the World Cup Soccer. We wanted to show the amount of flags being displayed by companies, homes and commercial properties in a way that wasn’t too brash or ostentatious, but merely highlighting those single, proud flags we found as we drove around Jozi. The more we drove around, the more flags we saw. This led to our idea of showing only the flag. And that if you truly look hard enough, national pride was here all along.”

Andrew Lester from Spaghetti Media said, “We love working within constraints. The creative potential seems to become deeper when you are limited to a specified group of parameters. Otherwise you tend to get a bit indulgent. We have been truly amazed at the collective smile which the nation has sported over the last month and believe that any opportunity to extend an inclusive sense of belonging is certainly worth pursuing.”Cinergy shot a candid interview with a real South African, who muses on what the end of the World Cup will mean for our country. As he wonders what would happen if we all did one small thing to remember how we were united behind our flag, we get a glimpse of the unique effort he has gone to. With just over a week from brief to flighting, producers David Elton and Darren Gordon organised a thorough casting in Cape Town through Streetw ize and a complex art department rig, not to mention one of South Africa’s most famous and unexpected landmarks - to deliver the message that every one of us can keep the flag flying in our own way. Director Jonathan Cohen said, “With all the hype and expectation that the advertising industry has built up around the World Cup, it seems only fair that we play some part in maintaining the positivity and unity - rather than allowing the wave of enthusiasm that has swept our country to fizzle out into a distant memory. Strange as it may seem, there were genuinely visible changes in the way South Africans dealt with one another over the past month. So we felt it would be a real shame to watch it fade away like another marketing campaign that has outlived its media burst.”

Bomb producers Gavin Joubert and Marc Harrison had heard a radio interview about post World Cup blues only two days prior to being contacted by Draftfcb. Director Thabang Moleya titled his concept - 'Reflections' - a look into who we are as a nation and how we see ourselves. “After 16 years of democracy and equal rights for all, we have endured a path many nations would have fallen, but instead we are victorious and speak together with one voice."

Members of Air Films and Studio Uhu, Matthys Boshoff, Marge Hughes and Sven Uhlig, decided to join forces on the Keep Flying initiative. “We know unequivocally that a feel good campaign motivates people to go on believing in themselves and their fellow South Africans,” they said.

The title of Bouffant/Fringe’s ad is DayDream. “It was a really easy decision to get involved with this campaign; we all want this magical energy to last,” said executive producer Lorraine Smit.

Picture Tree's executive producer, Gary King, said: “I know of two friends who want to come and live back here because of the unity that the World Cup has created, so to maintain some of this wonderful goodwill and to continue the pride that each and every one of us feels we are going to do what we can."

Fresh Eye’s Brennan Lewis and Warren Howsen created a commercial called Within yourself. They explain, “One question was asked to many people ‘How does it make you feel to be a South African? In doing so, we were able to capture the raw emotion and pride on people’s faces as they attempted to answer the question. We envisaged the South African flag as not just a tangible symbol of our country but something that resides in all our hearts. So our message is not to just keep flying your flags on your walls or on your cars but as proud patriotic South Africans we should fly our flags high within our hearts too."

Ola!Films is also involved with the initiative. Director Amy Allais says. “I had just seen this awesome show directed by Brett Bailey called The House of the Holy Afro when Draftfcb approached us with the Keep Flying concept. The show was filled with so much stuff I love about this country: sheer talent, demented energy, irreverence, colourful imagery. It’s been touring the world for six years and only just came here. This really resonated with me: we put on this great show for overseas audiences because they appreciate it, and it’s only when we see ourselves through their eyes that we appreciate ourselves. The story structure is simple: the show’s over, it’s the curtain call, the cast is getting undressed. Then they get inspired and do the show for themselves in the dressing room,” she said.

Grant concludes, “The agency is delighted and awed by the industry’s response to our call to action. We can’t wait to see the finished work and know that it will reach out to all South African’s and help ensure the success of the campaign.”