Directed by Jonathan Entwistle, creator and director of the Netflix hit series The End Of The F***ing World, the spot focuses on the character of Eddie, who tells his mates about a funny night out in Nando’s.
While the ad features appearances from the likes of England footballer Bukayo Saka, Instagram star Grime Gran, and music artist Niko B, the heart of the story lies in the personality of the brand itself, which is reflected in arguments over how hot you can take your chicken, jokes about nuggets, and an impressive cocktail created from the bottomless soft drinks on offer.
Titled This Must Be The Place – a nod to Talking Heads perhaps, though maybe only old timers will get that reference – the ad also introduces Nando’s first ever sonic logo, which is inspired by Nando’s Southern African heritage and its ‘Afro-Luso’ music playlists in restaurants.
The new sound will inform all brand touchpoints going forward, including the in-restaurant experience, advertising and internal communications. As with all sonic branding, only time will tell if it will become an iconic or mildly aggravating addition to the brand.
Agency: New Commercial Arts
Chief Creative Officer: Ian Heartfield
Artistic Director: Nici Hofer
Creatives: Alicia Job & Jess Pacey
Creative Consultant: Nabil Abdulrashid
Production Company: Stink Films
Director: Jonathan Entwistle
Editing Company: Work Post
Music: Adelphoi Music:
Sonic Logo Artist: Onipa