Our approach to creating the Gordon’s commercial was rooted in the understanding that South African audiences have a unique relationship with language. While the phrase “Shall we?” was familiar, it didn’t reflect the way South Africans authentically speak or emotionally connect with each other. Using this phrase would have risked the brand coming across as inauthentic. To bridge the global platform with local sensibilities, we introduced a phrase that captured the playful sentiment of “Shall we?” but was far more ingrained in the way South Africans communicate.

 

This allowed us to elevate everyday moments spent with family or friends, and position Gordon’s as the perfect drink to turn casual, behind-the-scenes playtime into the main event.Once the phrase resonated with our audience and gained traction, we expanded into a broader campaign, amplifying the message and solidifying Gordon’s as a brand that truly understands and connects with South African culture.