The audio speaks to a situation that many consumers are either familiar with or can relate to, the ups and downs of “Relationshipping”. It just so happens that Valentine’s coincides with the annual “Men’s conference”, as it allows us to toy with the kinds of things that are said and discussed at the event vis-à-vis relationships and how to navigate them.

Standard Bank has a PureSave Account that is both a Savings and Cheque Account. Leaving it up to you to either “Keep” your money saved, or to spend it away on your “Keeper” during the Valentine’s Month of Love.

So our idea is based on: To Keep… Or Not To Keep.

We play on the double entendre of Mkhiphe and Mkhiphe, which refers to keeping someone or keeping them at bay during the sometimes financially taxing Valentine’s season.