a new direction for Spur

Our first TV commercial for Spur was a unique challenge: how do we stay true to the recipe of advertising that has worked so well for Spur in the past, yet refresh the brand with some 
added flavour?

Our first TV commercial for Spur was a unique challenge: how do we stay true to the recipe of advertising that has worked so well for Spur in the past, yet refresh the brand with some added flavour?

Securing the Spur account in March 2012 got the team at Haas pretty excited. Apart from being South Africa’s top family restaurant, Spur is also a genuine South African brand that speaks to the heart of its consumers through the embodiment of its core values: generosity, quality and good old value for money.

The great thing about working with a brand that is so clearly defined in terms of what it stands for is that one can take a step back and let the reputation of the brand itself do the talking. Spur has become part of the fabric of our society – to the extent that the Spur is even used as a recognisable landmark for directions in almost every town. When we realised that we can use this fact as the basic idea for an ad, we were already half way there.

Off course there’s a pretty good reason for Spur’s popularity: the incomparable taste of their food coupled with generous servings. The legendary Cheddamelt Steak and Schnitzel are no exception. By making the mouthwatering food the centre of attention, we put the heart of the brand in the foreground. The added bonus of poking a bit of innocent fun at those typically pretentious, over-priced restaurants also serves to emphasize the reason we all love going to Spur: it’s a place where you can just relax and be yourself, whoever you are.

For the production we teamed up with Wishbones and director Sarel Esterhuizen. The end result? Well, we like to think it’s highly enjoyable and unpretentious piece of advertising. Just like Spur itself. But decide for yourself.