Who can forget the iconic early-2000s Micatex TV commercial showcasing the paint strong enough to protect a lighthouse from the elements – the coating that made ‘the old place a shining light in the area’? Now, Plascon has created ‘lighthouse version 2.0’: a TV commercial that reminds South Africans of the qualities of strength, endurance and toughness that we share with the renowned paint.
Eben Etzebeth, a South African rugby giant – in both a figurative and a literal sense, as not only is he one of the fiercest competitors in world rugby, he also stands tall at over 2m – takes us through a gruelling training session on the rocky shores of a local beach, which is also home to a lighthouse. Then, as in version 1, the lighthouse gets a new coat of paint as a storm looms on the horizon. And what paint could live up to Etzebeth’s standards and stand strong against the elements but Micatex?
‘Strong enough to endure … anything’, Micatex is a UV-resistant water-based coating that has been specified by leading architects for over 25 years. With Weathertough™ Protection, twice the film thickness of conventional paint and 23% tougher film strength than leading competitors, Micatex provides long-lasting extra protection against the weather.
Plascon then turns its attention to South Africa as a nation, with Micatex representing not just the durability of the paint, but also the resilience of our people. The commercial comes at a time in our country’s history when we need to be reminded of and inspired by the qualities that make us great as a nation. No matter what comes our way — be it international rugby matches, potholes or loadshedding — South Africans always choose strength, passion and positivity. As Eben’s voiceover reminds viewers, ‘Our strength is legendary; our resilience, iconic. And despite the odds, we know what gets the job done.’
Developed by Johannesburg-based communications agency Idea Engineers together with Plascon’s marketing team, the aim of the ad is to highlight the qualities of strength and reliability that are common to Plascon Micatex, Eben Etzebeth and South Africa. Perfectly timed ahead of the 2023 Rugby World Cup taking place in France in September and October this year, the ad reminds us that South Africans aren’t afraid to break a sweat, brave the elements and prepare ourselves for the worst – qualities of resilience and endurance that echo those of Plascon Micatex.