September 18, 2020 - No Comments
Husqvarna has partnered with Sharks and Springbok rugby icon Tendai ‘Beast’ Mtawarira to spice up their brand image. The ‘Beast’, who has anchored the scrum for the Sharks and Springboks in many epic clashes against some of the world’s toughest teams, recently returned to the rugby field to shoot a special video featuring the well known Husqvarna brand which adorns a range of forestry and outdoor equipment, including their industry leading chainsaws.
The Husqvarna team chose to team up with ‘Beast’ to be their brand ambassador as throughout his illustrious career he has displayed all the characteristics of resilience and strength that are associated with their brand.
Mtawarira’s reputation is such that whenever he goes on one of his trademark bullocking runs, spectators around the world bellow his nickname ‘BEAST’ at the top of their lungs, whether he is playing at home or away.
As South Africans begin to emerge from one of our most challenging periods to date, Tendai ‘Beast’ Mtawarira offers us an empowering message that ties in with our own resilience, of our strength, and our ability to triumph over adversity, explained Jenna Robinson, regional marketing manager for Husqvarna Africa. In a display of his extraordinary physical and mental grit, his story reminds us that no journey comes without rough terrain.
Similarly, perseverance, tenacity and power are words which underpin Husqvarna’s own ethos, said Jenna. “Our range of state-of-the-art outdoor equipment has the ability to help rebuild industries, enable businesses to return to work, and nurture our relationships with our domestic spaces, where we have all been spending an unprecedented amount of time.”
Creative director Maria Bronzin, from Durban’s Studio 031, had a clear objective with the visuals for Husqvarna’s very first brand advertisement.
“Because Husqvarna is all about these powerful machines, it was easy to parallel Beast’s own physical prowess, which in real-time was quite awesome to watch. The production was shot at night, just after the last lifting of lockdown, with Covid-19 protocols in place, and major time constraints, not to mention some of the remarkable physical exertions required of Beast.”
The shoot posed many hurdles of its own; a fitting backdrop to Beast’s baritone voiceover, instructing us all to see “possibilities” over “problems”.
“We decided to launch the brand campaign at this particular moment since it has been such a testing time for everyone, on both a local and global scale,” explains Jenna. “The story we had to tell was about resilience and reliability, delivered through this visual that has such resonance for us all, not just the industries we service.
“Husqvarna is committed to benefitting both the industries and the homeowners we support through our sustainable innovations. We have a number of programmes and products that speak to that commitment,” she said.
Look out for the brand advert on Husqvarna’s digital brand channels, as well as Tendai Mtawarira’s social media.