This TV (web?) spot was shot for Cape Town, South Africa-based magazine “The Big Issue.” You may have spotted the magazine on a visit there being sold by homeless (or destitute) people on the streets of that city; especially at traffic lights in the city center and on main roads in its mostly white middle class suburbs.
Here’s the description for the spot from the film directors at Butterfly Films:
A simple portrait of two women living and working in Cape Town. One lives in a squatter camp. The other next door to me in the city centre. Despite living in the same city, their worlds are far apart. Through the work of the Big Issue, their paths cross and, momentarily, a bridge is built, a connection is made. Build more bridges. Support the Big Issue. The Change is in your pocket.
We passed the video around the AIAC “office.”
Generally we loved it. The visuals are striking, the acting is great, the contrast between the lives of rich and poor in Cape Town–probably still the most segregrated big city in South Africa–is captured well. The filmmakers were right not to use any dialogue; the pictures are enough tell the story. And the soundtrack is not too overbearing. (The fact that that’s the the beautiful voice of Neo Muyanga, one of our favorite composers and singers, two-thirds through on the soundtrack, is even better).
But we haveissues. Sometimes we do. With the politics of the ad for example. What does this mean: “… [T]heir paths cross and, momentarily, a bridge is built, a connection is made. Build more bridges.” Just as long as you buy a magazine, this whole mess–this structural, racialized mess that is Cape Town–would be less hard to take? We know it’s an ad, but c’mon.
One response to the video was blunt: ”… [T]he juxtaposition of the “divided” yet intersecting lives is a bit too neat. [And] is it true that pocket change can really change structures? At least they’re not asking people to buy expensive red [stuff] like that AIDS charity does.”
While another could not help notice the power of pretty visuals: “… the film’s so well-done and aesthetically pleasing that I [forgot for a minute about the "neat" juxtaposition]. That’s the power of cinematography, beautiful music and a lovely storyline–they don’t provoke questions. “
Of course we like the magazine.
Comments?
Hi Sean,
Of course, you’re spot on with the nagging “issues”. This is the tricky position which the Big Issue SA finds itself straddling every day. (Something the Big Issue UK, a less institution in my opinion, doesn’t seem to have to bother with.)
There are few media outlets that have to deal with the violent mess of race and class politics that we call South African life as face-first as the Big Issue, and I can only imagine it’s very difficult to do the delicate dance they have to do in order to hold onto, even grow, their share of the middle-class-with-conscience market.
Unfortunately, “small change” is what you’ll find in your pocket, and it’s “small change” that they deal with. Can you imagine anything with a more radical outlook becoming anything more than a curiosity at the traffic lights of the Southern Suburbs?
In my view, we should appreciate the film for what it does that we like, critique it for what it does that we dislike, but hell, I’d rather give them my small change than not.
I liked the fact that the anonymous poor are given a face in this ad. It is critical to see people as people, and in SA the ‘haves’ have been so conditioned into not looking at the ‘have nots’, that it is films like this that create a bridge between them. The poor become real people with darling children and dignified lives. More difficult to ignore and easier to approach.
I love the fact that the film makers pulled this together and present bigissue with good media, nice production value – that they can use. Its really amazing that in a country such as ours there is not a plethora of corporate support for media like this. Made by independent film makers and a trust is generally how this type of media is created – I would love that there are some corporates out there who disagree and can prove it.
That is very beautifully shot.
I would have been better if both protagonists showed a little bit of doubt when the transaction was done.
But its advertising after all.
I think the soundtrack, which is awesome , really brings the film together and somehow makes it feel more honest and real.
I liked the fact that the anonymous well-off are given a face in this ad. It is critical to see people as people, and in SA the ‘have-nots’ have been so conditioned into seeing the ‘haves’ and what they have everywhere. It is films like this that create a non-bridge between them. The well-off become real people with darling dogs, cars and dignified lives. Even more difficult to ignore and easier to approach for their money.