This September, South Africans can expect to see a number of patriotic heritage month ads, as the Rugby World Cup begins flighting.
To ensure their advert is one that audiences will remember for years to come, retailer Game worked alongside creative agency, The Odd Number, to draw inspiration from some of our country’s most iconic viral stars and local heroes.
Massmart’s Vice President of Group Marketing, Katherine Madley, explains that the advert has been months in the making and aimed at leaving the nation feeling patriotic, proud, optimistic and passionate about being South African.
The advert opens on a set that is clearly inspired by all things proudly South African, and features Napsta – widely known for his iconic voice that is used in all of Game’s adverts – dressed a drill Sergeant, delivering a rousing rant on the necessity to “Go Full South African” this Heritage month.
Audiences will recognise memorable South African archetypes, personalities, viral stars, and cultures, all while our drill sergeant is motivating them to find the pride that they seem to have lost.
The advert includes the viral soldier “Mabena”; our much-loved, self-appointed traffic points men; and even insta-famous grannies who are waging the war on high prices.
“South Africans have always been a resilient people – there is no doubt we are able to make light of even the toughest situations,” says Madley. However, with the mountain of challenges our country is currently facing, it feels as though the nation has reached breaking point.
“Now more than ever is the time for South Africans to bring out their national pride and celebrate our rich heritage – especially as we enter into the Rugby World Cup. In an effort to restore the magic and remind viewers what makes us such an extraordinary country, we want to help drive a sense of pride amongst the nation this Heritage month – and believe our ad will help to do just that.
Terry McKenna, Executive Creative Director at The ODD Number adds: “This ad is emotive storytelling at its best. I have no doubt that every South African who watches this ad will feel proud to be part of such a nation”.
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