Daily Times

KARACHI: In Soneri Bank’s new commercial, Pakistan’s ace director Asadul Haq has not only challenged the local techniques and skills of the ad making business but has in-fact pushed the envelope to produce a piece of visual excellence that is no less than a thrilling movie trailer; the expressions, visualisation and camera techniques narrate a different rather state-of-the-art, unique form of storytelling that is designed to leave a lasting impact amongst the audience.

Known for his edgy and experimental style of filmmaking that keeps evolving with time, with this particular project Asadul Haq was keen on introducing the Pakistani audience to a new form of storytelling. In his own words, “The brief from Soneri Bank and Adcom was concise. They wanted to depict the bank’s strength and resilience.” Beyond the brief, Haq was given full liberty to visualise the concept in his own style; an opportunity that a director of Haq’s calibre would always enjoy the most. “We then decided to pay homage to the perseverance of man in the toughest conditions, respect and bond between three generations of craftsmen and our very own waters and traditional sailboats,” Haq said.

One would expect a tough time shooting on the coastal landscape of Karachi but when Haq along with his team of production experts ventured out on this journey with Soneri Bank, the weather was a different story.

The hero in the commercial is indeed the traditional sailboat that Haq was keen on making part of this adventure. “Our decision to go with a traditional sailboat meant that this aged vessel, carrying deep and numerous stories of its own, was able to play the role with much elegance,” he said.

Haq made a conscious effort to keep every element associated with the ad true to the bank’s core values so that every customer associated with Soneri Bank could easily relate to. “Instead of shooting in Thailand, Turkey or Greece, I decided to shoot in Karachi,” he further added. “I thought a foreign looking sailboat with a surreal looking ocean might alienate the bank’s prime costumer. He might love the feel but might not associate with the message.” Keeping this thought in mind, Haq started hunting for old sailboats that to his dismay are soon disappearing with only three available to use while rest have been converted to diesel chumming fumes.

The commercial was shot close to Cape Monz near Soneri Beach for two consecutive days. “At times we were asked to return, as we were getting into deep water shipping lanes and we could have capsized there due to high-winds,” Haq further added. “The light house in the end sequence is one of the only two we have in Pakistan and what a sight it was seeing it at sunrise, you actually felt like you were home for the first time.”

In his own words, Haq describes the new Soneri Bank commercial as a story of respect, humility and determination – the values most effectively learned on a sailor’s journey home.