Ronaldo scores with Ogilvy

Posted by News desk on 22 Sep, 2009 / News

Ogilvy Cape Town has used Portuguese and Real Madrid winger Cristiano Ronaldo to create a Castrol Edge commercial about to be flighted around the world.  The commercial, on behalf of BP Lubricants UK, follows the agency’s previous “superstar” catch when it used Oscar winner Charlize Theron for a Sun International ad.

In the Castrol commercial, Ronaldo demonstrates his ability to play football in extreme hot and cold, then matches this to the oil’s capacity to do the same. Ronaldo, Fifa’s 2008 world footballer of the year, is a brand ambassador for Castrol.

However, Ogilvy Cape Town MD Gavin Levinsohn says Ronaldo’s glamour is less important than the agency’s growing reputation. “While the glamour of shooting overseas with Cristiano Ronaldo is undeniably seductive, more exciting is the fact that we’re developing global work for a global brand from Ogilvy Cape Town,” he says.

A few directors declined the job as six hours with Ronaldo seemed insufficient for the essential shots. The agency then short-listed two directors from the UK plus Cape Town-based Ian Gabriel of Giant Films,  who also directed Charlize Theron’s Sun International ad. Gabriel eventually got the nod. The ad was shot in SA, Namibia and England.

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