Edgy music video pushes boundaries for Blue Ribbon bread

Blue Ribbon’s new ‘Get That Mmmm Yum Taste’ brand positioning and television campaign, ‘My Mom is So Cool’, continues to keep feet tapping across South Africa with its contemporary music video approach. The edgy music video now has 22 177 views on Youtube.

Conceptualised and executed by the DWF Collective, this catchy new commercial brings the core values of Blue Ribbon bread to life. A vibrant cast of local school kids break out into song and dance with their lunchboxes as they celebrate their moms and the ‘Mmmm Yum Taste’ of Blue Ribbon bread.

Executive Creative Director at the DWF Collective, Michael Muller, says his team knew from the outset that it would be no traditional TVC.

“It’s the culmination of many insights gleaned from research, debates, empty pizza boxes and client-agency tissue sessions,” explains Muller. “The choreography, look and feel, beat and rhyming scheme is the result of many hours of creative dedication and client bravery.”

The ‘My Mom is so Cool’ rap was written and arranged by Kamogelo Sesing and Monde Mkhizwana from Wonga Music. The exuberant dance sequences were choreographed by actress and dancer Lorcia Cooper, best known for her role as Charmaine on Backstage. The TVC was directed by acclaimed performance director Brett Wild and features a substantial cast of 38 kids.

The final outcome is a contemporary music video rooted in popular South African culture. “Music is universal and a good beat coupled with catchy lyrics will always get the audience’s attention,” concludes Muller.