'Amagugu Alelizwe' is a well-known traditional South African song sung at funerals.

We used a reworked version of the song to show that you don’t have to mourn the loss of your cellphone.

We juxtaposed the sombre nature of the song with fun lyrics about how our different characters came to lose their cellphones.

Each spot represents a different aspect covered by our brand's comprehensive cellphone insurance.

We purposefully chose to use this kind of choir and vocal delivery because it is something our target market is familiar with.

The scenarios and use of relevant local colloquialisms and slang are also something our target market can relate to.