Consol The Best Things Come In Glass

During her time as Group Head of Copy at Grey Africa, Toni Cheiman, the co-founder and Executive Creative Director of Iron Heart, was tasked with reviving a beloved South African brand that had long been silent on the airwaves. Consol Glass, known for its quality and heritage, had not produced a brand television commercial in years. With a desire to re-establish its relevance and remind consumers of the benefits of glass packaging, the brief called for something meaningful, memorable, and emotionally resonant.

Toni crafted a heartfelt, human-centred script rooted in a timeless truth: glass is pure. It doesn’t alter the taste, scent, or quality of its contents. It’s inert, sustainable, and keeps things fresher, colder, and tasting better. But more than that, glass has the power to preserve memories.

The commercial tells the charming and deeply emotive story of a little girl’s perfect day at the playground. She captures all the beauty, innocence, and playfulness of her adventure to share with her gogo. Only something as pure as glass could truly capture and preserve the joy of that day. The narrative delicately positioned glass not just as packaging, but as a vessel for love, connection, and legacy.

Directed by Dean Blumberg and set to an original soundtrack composed by Audio Militia, the film struck a chord with audiences nationwide. It was voted South Africa’s favourite commercial of the year in Q1 of 2017 in the Kantar Millward Brown Best Liked Ads survey. The powerful blend of emotional storytelling, product truth, and cinematic execution made it unforgettable.

The campaign extended beyond television to include outdoor advertising, reinforcing the brand message: when it comes to beverages, spreads, and condiments, choose glass. Toni’s work, together with art director Bethea Polatinsky, helped reposition Consol Glass as more than just a packaging brand. It became part of the emotional fabric of South African homes, a trusted companion in preserving both products and memories.

This campaign is a strong example of the kind of emotionally intelligent, insight-driven storytelling that defines Iron Heart’s creative philosophy. It also reflects the studio’s foundational strength in brand storytelling, human insights, content strategy, and crafting campaigns that themselves become lasting memories and examples of advertising that just connects with people.