Tracker: Memories

Kevin Fitzgerald's new Tracker spot for Joe Public, Johannesburg is an emotive showcase to reaffirm that the vehicle tracking company is about much more than just recovering cars. Through a series of crafted stop frame images, viewers are given snippets of a woman's life in reverse. The ad culminates at the point where she is shown as a baby being rescued by a Tracker employee from a hijacked car, effectively giving her a life she may not have had. The title reads: She won’t remember him, but he’s given her a lifetime of memories.

The best form of communication often comes from insights told by everyday people. Executive Creative director Pepe Marais and creative team, drew the idea from true stories told by Tracker clients. The concept is based on research done with drivers of vehicles without satellite tracking, which showed you could induce a 100% change of heart through one question: What if your child was in the backseat of your hi-jacked vehicle?”

The commercial was shot entirely as still frames on the Canon 5D over 6 days by Czech DoP Mark Bliss. The visual effects were done by AM I Collective and Blade, animating movement into the stills. The music track is 'The Story' by Brandi Carlile.