Forget about pressure groups or the so-called NGOs or even tantrum-throwing expat! Advertising in South Africa can really challenge one's thought process. Recently, I had a glorious opportunity of watching TV before 7pm (so unusual!) and saw a Vodacom advertisement. In this ad, South Africa's biggest mobile netowork service provider reiterates its support/sponsorship for the rugby national team. The opening shot shows two Khoi men wandering in the veld and as they go about with their business (hunting I guess!) one of them comes across a rugby ball and yeah! the 'tale' continues until they end up in a rocky rugby ground playing the game in full swing!
Just before the closing shot a young skinny-looking boy scores what seems like a try and the whole ground erupts in jubilation!! it was not the first time that I saw an ad of this nature, soft drink giants Coca Cola, Nandos, Kulula.com have taken a similar approach. I can't help but wonder if these ads are meant to stimulate debate, motivate racial stereotyping or to solely market the products.
Stereotypes seem to be the current trend in SA advertising, I must emphasise that I find the Vodacom ad insulting to the Khoi nation by portraying them as primitive and half-human! If I was given an opportunity to rework the campaign I'd change the lacation to Bo-Kaap and have a dozen of kufir/veil-clad Muslim men and women playing with same rugby ball-is that blasphemy Mr Joosub? Would we see some nationwide protests! and full condemnation from Iran?
Some ads will leave you in bad taste whereas some will leave you with a funny bone! for now I'm miserable.
Opinions welcome, what do you think of SA ads?
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