New TV commercial tells the story of Freshpak Rooibos

Goodness comes naturally. This is the theme of the new Freshpak Rooibos TV commercial created by M&C Saatchi Abel. The tactile, emotive ad follows the lifecycle of Rooibos from root to cup. The ad was produced by Egg Films and it was directed by Sunu.

Says Sunu: "It was very important for me to capture the journey from root to the cup to convey what makes drinking this tea such an important moment. Drinking tea is a ritual and people often associate tea as being quite comforting. I wanted to make sure that was reflected in the narrative."

Find out more about the advertisement:

• Watch the advertisement on YouTube
• Screen Africa, SA's professional entertainment industry website: New Freshpak Rooibos ad takes South Africans into the life cycle of tea
• Industry news site A journey through tea
• TheNextGag website for advertising professionals: Sunu's journey through tea for iconic South African brand
• Newsclip Updates' MediaUpdate: Egg Films' Sunu is in the directors' chair for Freshpak Rooibos's new ad
• Freshpak's Facebook page