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When the promo for Lastborn Does The Loeries first came out, it was unclear what Vuzu had in mind. We saw a relatively unknown character question the idea of the Loeries and how he could be a part of it.
Lastborn is his name and he is an enthusiastic filmmaker from Limpopo. His commercials have been a hit with the residents of his rural community, but Lastborn knows there is a huge industry out there. So just in time for the Loerie Awards, where creative minds in advertising converge to celebrate their annual works, Lastborn goes on a quest to find out how he can enter the cut-throat industry.
Of course this show was timed to air around the actual Loeries event. In the mockumentary, Lastborn goes on an odyssey from Limpopo to Cape Town on foot, meeting real life characters in the advertising industry, trying to ascertain whether they would want to work with him or not – but he is oblivious to the fact that each interaction presents an opportunity for him to sell himself and perhaps score a job.
We’re all in some way affected, either positively or negatively, by adverts, but have little idea how the industry works and this is what this show tries to address.
“DStv sponsored the Loeries and they approached us at Quizzical Pictures to see if we could come up with a TV idea of how to promote the award ceremony,” said renowned director Tim Greene, who shot the project.
“We sat in a meeting and thought of a lot of things but it was when one person suggested that we do a story of sending an idiot to the Loeries that everyone started looking interested.
“It was our lightbulb moment. It borrows a bit from Borat but we do as much as we can to make the Lastborn character unique and believable,” he added.
For Quizzical Pictures, an idiotic character is ideal because he could question everything, helping the novices out there with the goings on of this multi-million rand industry.
“Thankfully DStv liked the idea and once we developed our character the response was incredible. I didn’t watch it on TV but I was on Twitter, where there were so many people who loved the Lastborn character.
“It felt like I was watching it because Twitter was abuzz with people saying word for word what happens on the show.
“When the tweets stopped I wondered why, until my wife told me that it was an ad break. It was that intense,” he said.
With a successful test run of the pilot season of the Lastborn series, Greene hopes to attract other award ceremonies to do another season.
“It would be great to have the SAMAs or the Channel Os allow us to do this kind of show in the running to their award ceremonies.
“It would make for great TV,” said the award-winning director.