by Every Ad Agency (@EveryAdAgency) More and more clients today demand authentic South African advertising that speaks to the citizens of our great country. Here at Every Ad Agency, the moment the words “localise it” are thrown our way, we don’t break even a hint of sweat as we have a very handy checklist of non-negotiables that make sure our ad is loved by millions across the country.
1. Soundtrack is everything
Always go with My African Dream. That is the ultimate first option. South African viewers simply love hearing this beautiful anthem on every single ad they see. It worked for the Lotto, works for SARS, will probably work your next hand-sanitiser commercial.
If it feels a bit predictable, other go-to favourites are anything by Johnny Clegg, or Jabulani by PJ Powers. If all else fails, and budget is tight, Nkalakatha by Mandoza is your saviour.
2. Include a montage of memories
Open on a shot of Table Mountain. Fade into a pan of Vilakazi Street. Cut to Joel Stransky kicking the ’95 World Cup drop-goal. Fade back to rolling hills somewhere in the Free State. End on people randomly walking to FNB stadium for some event. Thank us later.
3. ‘Gooi’ some ‘lekka’ lingo
In South Africa we mix up our languages. It’s literally almost the only thing we known for. So ensure you make the dialogue in the commercial barely comprehensible by throwing some local slang around.
Have a few people ironically saying “eish”, a housewife from Houghton saying “now that’s lekker” in her worst black accent ever and, for the cherry on top, some uncomfortable-looking farmers saying “yebo”.
4. Zalebs are power
There’s no bigger brand endorsement than having a South African celebrity talk about your brand, because, if they use it, your consumers certainly will.
Every housewife wants the hairless, silky smooth legs of the Miss SA from eight years ago. Every middle-aged man wants the chiselled abs of the gold medal swimmer selling him cereal. Every person with a cellphone wants the riches they obtain when saving from the low data costs by the cellular provider their favourite soap star is punting. Simple maths, really.
5. Rainbows. EVERYWHERE.
Do we even need to explain this?
With this handy checklist nearby, we guarantee that you will impress any foreign-based brand manager with no knowledge of South African culture. We promise you will win some sort of Ubuntu award at one of the local ad shows. And there’s a 72% probability your brand will rocket to the top of the ‘coolest’ brand survey in the Sunday newspapers.
We are Every Ad Agency (@EveryAdAgency). You’ve either worked for us, with us or against us. What’s more, we make every advertising and marketing cliché work. Headquartered in Johannesburg; branches everywhere.
All these satirical “Bad ADvice” columns, which are exclusive to MarkLives, are written by the Chief Operating Creative Director in Charge of Ideas (COCDCI).
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