Sun International Releases New Ad Campaign

April 28 - Sun International, South Africa's homegrown gambling empire that has spread its tentacles to nearly every corner of the earth, is no stranger to advertising campaigns that make an impact. Twenty years ago, the company produced what was then the longest television ad in the industry - a two-minute long, breathtaking promotion of its brand, set to the unforgettable music by Queen icon, Freddie Mecury and his all-time hit, "We Will Rock You".

Sun International decided to stay with the advertising firm that brought them marketing success - Ogilvy - when it produced its latest "A Million Thrills. One Destination" campaign this year.

The new promotion was released to the creme de la creme in South Africa's media and entertainment industry at a plush function on Tuesday night, and had viewers stunned by the messages of romance and magic represented by one of the world's most beautiful actresses - and need we mention South African? - Charlize Theron.

Theron, with close ups reminiscent of a young Grace Kelly, manages to capture the epitome of what Sun International is all about, as conveyed by Ogilvy's talented people, as well as Video Vision producers, Anant Singh and Helena Spring. Ian Gabriel, one of the country's most talented film and commercial directors, topped the A-team that worked non stop for eighteen months to produce one of the best ads to come out of the industry in a long time.

Using Theron's international acclaim, and playing on the fact that Sun Interational, too, is recognized as a global icon, the new ad was created to be used in any country, with a long shelf-life, thanks to the actress's classic appeal.

While Sun International refused to comment on the budget used to make the "A Million Thrills. One Destination" campaign, which will incorporate television and newspaper ads, experts estimate that it ran into millions of rand.

Tell A Friend