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Richelieu’s New TVC A European Epic

Press Release - Cape Town, 19 August 2015

Richelieu’s new television commercial from FCB Cape Town is an epic game of cat-and-mouse filmed across Europe. It’s the first to include all three varients in its family of products, and truly captures the brand’s rich, rewarding lifestyle with its locations and wide Mediterranean vistas.

Conceptualised by Creative Director Aaron Harris, Copywriter Brett Martindale and Art Directors Asanda Rani and Ana Rocha, the commercial was produced by Bruno Bossi and Kirsten Clarence of Carbon Films, with post-production support from Riot, Black Ginger and We Love Jam. The original soundtrack was produced by Pulse Music New York.

The brief, according to Distell’s Marketing Manager for Richelieu, Jeremy Thompson, was to create an extrinsic proposition that brought its positioning – ‘Rich. Rewarding. Richelieu’ – to life in a way that spoke to its international credentials. 

“Luxurious, opulent and fast-paced – Richelieu’s new ad is all these and more, cleverly depicting the life the Richelieu consumer aspires to and has possibly even achieved,” he said.

The 60-second ad took two days to film on location. It follows a suave hero as he is led on a merry chase through a hotel by a beautiful French woman. Each door he opens, leads to new intrigue and adventure. With Richelieu close at hand, he journeys through lush interiors and meets larger-than-life characters, all enjoying a richer, more rewarding life. 

Being a Richelieu man, he takes it all in his stride. And with the beautiful woman at his side, he rides into the sunset – off to pursue his next great adventure … wherever that happens to be.

Watch out for the ad on national television stations; a 100-second version of the film has been posted to YouTube: 


Client: Distell

Brand: Richelieu

Regional Marketing Manager: Jeremy Thompson

Creative Agency: FCB Cape Town

Business Unit Director: Maria Wilson

Executive Creative Director: Mike Barnwell

Creative Director: Aaron Harris

Copywriter: Brett Martindale

Art Director: Asanda Rani/Ana Rocha

Strategic Planner:   Marthinus van Loggerenberg

TV Production: Sarah Southey

Media Planners: OMD

Production Companies: Carbon Films

Director: Bruno Bossi

Producer: Kirsten Clarence  

DOP:   Paul Gilpin

Editor: Gordon Midgley (Riot)

Post Production: Black Ginger

Audio: Arnold Vermaak (We Love Jam)

Music: Marc Algranti (Pulse Music NY)