Directed by Grant De Sousa of Blue Panther Films, this commercial brings the viewer back to a time where small, kind gestures are appreciated, and a life lived by strong community values is a life worth treasuring.
Leading us away from the mad rush that is the present, Assupol offers a window into a world coloured by nostalgia and a sense of shared history. This visually stunning 1950s period piece paints a series of poignant portraits that conjure positive memories within a difficult time.
The narrator, who, is later revealed, is local legend Hugh Masekela, begins by reminiscing about his admiration for his school teacher, and the immaculate care with which he dressed and presented himself. This delicacy of presentation is visible in the composition of the commercial itself, which is beautifully shot and lit, while providing subtle, authentic and heart-rending performances - throwbacks to a time gone by, executed with the same deference and admiration felt by the narrator, rather than slipping into crass sentimentality that is so often the pitfall of period pieces like this one.
With sterling production values, a keen eye for character quirks and details, Assupol reveals the strong communal heritage of civil service careers such as nursing, teaching and garbage collecting.
De Sousa displays great directorial finesse, coaxing subtle, emotional performances from his actors and crafting a vision that is as believable as it is aesthetic. De Sousa comments: "Overall it was one of the most pleasurable experiences of my career thus far, having the wonderful opportunity to create a time piece, as well as to work with the legendary Hugh Masekela who was an absolute pleasure throughout the process. Furthermore through Joe Public's fantastic creative team in Xolisa Dyeshana, Sibusiso Sitole and Terry McKenna, it felt like a truly collaborative process and therefore held its integrity throughout and that at the end of the day, is what I as a director, strive for."
Shot over two days, with two cameras, DOP Eugenio Galli and Production Designer Dimitri Repanis translate De Sousa's vision into reality with creative ingenuity and compassion, showing the ways in which people in these professions touch individual lives on a grassroots level. In this way, Assupol helps raise their esteem in the viewer's eyes, evoking a sense of gratitude and respect.
