Top Spot of the Week: Publicis Singapore, Egg Films' Director Zwelethu Radebe Take Us "Where Joy Lives" For Vicks South Africa


Robert Goldrich
Tuesday, Mar. 17, 2020


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The latest installment of Vicks #TouchofCare campaign out of Publicis Singapore introduces us to Lizo Tom, a man who endures the death of his young son by caring for others--providing a safe, nurturing haven for 47 children. His story adds to those shared over the years in the Vicks campaign which shows how a simple touch of care has transformed the lives of kids around the world.

Directed by Zwelethu Radebe of Egg Films in South Africa, this online film titled Where Joy Lives begins when Tom was abandoned at birth, left at a hospital as a newborn. He then met Mama Abisana at a children’s home--a woman who challenged the common belief that families are bound by blood by proving that something as simple as care and love can change a life. Her love helped Tom find his sense of belonging and enabled him to grow into a pillar of the community.

The story of Tom is testimony to the value of care. As an adult, Tom faced his worst fear and greatest challenge--the loss of his six-year-old son. When he was at his lowest, Abisana reminded him “We are not put on this earth for ourselves but for others. I am because we are.”

Tom realized that if he could not be a father to one, he would be a father-figure to many. He founded the Luvuyo Center for Early Childhood Development and Care in honor of Abisana and his late son Luvuyo, offering a place of safety and care for children in his community while their parents are at work. 

Vicks, a P&G cough and cold remedy brand, partnered with Springbok Captain Siya Kolisi through Roc Nation for the South African leg of the #TouchofCare campaign. As the campaign ambassador, the value of care is something that resonates deeply with Kolisi. He may be famous for his rugged role on the rugby field, but few people realize that he is already a father of four children, and he’s only 28 years old. In 2014, Kolisi and his wife opened their home to Siya’s two siblings after their mother passed away. Now with two children of their own, the Kolisi family is truly a family blended with love and a touch of care. 

“A simple touch of care, no matter how big or how small, has the power to change lives,” said Kolisi. “My story is one. But there are so many examples out there. Lizo Tom is another.”

Ajay Vikram, Publicis chief creative officer, global clients, shared: “Extraordinary acts of care truly transcend all boundaries. Through the journey of Vicks’ Touch of Care platform to new geographies around the world, we continue to celebrate the inspiring individuals who through their capacity to care for another, helps transform the world around them.”


Client Procter & Gamble/Vicks South Africa Agency Publicis Singapore Ajay Thrivikraman, chief creative officer, global clients; Donna Dimayuga, Paolo Villones, creative team; Debra Wong, Jeigh Santarina, producers. Production Egg Films, Cape Town & Johannesburg, South Africa Zwelethu Radebe, director; Saskia Rosenberg, exec producer, Fabian Vettiger, DP. Editorial Post Modern, Johannesburg William Kalmer, editor

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