The television ad "Reins," for South Africa's Nedbank, shows the relationship between a farmer and his horse. The farmer is the subtle representation of an investor as he takes good care of his investment, which is the horse. The film shows the farmer's dedication to taking good care of his horse.
When the horse is big enough to wear its reins, about 50 seconds in, the farmer has trouble putting in on the animal. Upon seeing the rein, the horse walks back and kicks its legs to the air in refusal. The farmer then hires a "horse whisperer," representing Nedbank, to get it to wear the rein. Then, the whisperer also trains the farmer on how to train the horse.
"The music throughout is a touching piece by Swedish singer/songwriter Jose Gonzalez called 'Stay Alive,'” according to MarkLives.com. "It was used for the soundtrack of the 2013 remake of 'The Secret Life of Walter Mitty.' It’s a gentle love song that sweetly underscores the relationship between man and horse."
The film ends with a scene at a horse race. The farmer and the whisperer cheer from the stands as the horse competes. The horse wins the race, and a voice-over says Nedbank's tagline: "Amazing things happen when you partner with the right people."
The filming of the commercial took seven months, and 17 horses were used, reported Moneyweb.
Watch the full "Reigns" advertisement below.
