Nando’s tackles #YouPeople (because we’re all the same)
Nando’s has dropped its latest ad and, as usual, South Africans are getting a closeup of themselves in the brand’s trademark humorous fashion.
As the brand points out, “You people” is a phrase often used by South Africans when describing people who are different to them. So, in the ad from M&C Saatchi Abel, Nando’s highlights the ways in which South Africans typically stereotype one another and the hypocrisies that go with that.
“It’s a phrase that goes hand in hand with an unconscious bias,” according to Nando’s. “It’s used in jest, as a slight and even in outright confrontation — and many South Africans are likely to have used the phrase at one time or another. We’ve all been guilty, some more than others, of you-peopling us people. It’s what makes you people all the same, Nonke!”
“A year ago we reminded South African’s that we can fix our sh!t and this ‘you-peopling’ is something we can all fix,” says Doug Place, Nando’s CMO. “If you’re watching our ad and say ‘I’ve done that’ (hopefully with a guilty smile), then we’ve been successful at starting a crucial conversation — hopefully one that starts with ‘us people’.”
Wait a minute… did @NandosSA just make fun of that Adam guy?
— Brent Lindeque (@BrentLindeque) November 26, 2018
Chief marketing officer, Africa, Middle East, South Asia: Doug Place
GM, brand & strategy IMEA: Su-lise Tessendorf
Advertising & media manager southern Africa: Jake Johnstone
Agency: M&C Saatchi Abel
CCO & creative partner: Neo Mashigo
Creative director: Jabulani Sigege
Copywriter: Bella Evans
Art director: Lubabalo Lubhi Mtati
Business director: Nadine Govender
Head of broadcast production: Bronwyn Henry
Production company: Darling
Director: Chloe Coetsee
Executive producers: Lorraine Smit, Melina McDonald
Producer: Mmameyi Mapule Mphahlele
Production manager: Zuko Nqoro
AD: Shelia Hall
DOP: Devin Toselli
Production art director: Lauren Wilensky
Post production: The Upstairs Ludus
Editor: Mark Ash
Music composition: Garrick Jones, Freq’ncy Audio/ Freq’ncy Music
Final mix: Sean Williams, Sterling Sound
Updated at 9.14am on 11 December 2018.
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