For decades, South Africa has produced a wealth of memorable advertisements that have captivated audiences both locally and internationally.
These ads have not only showcased the creative prowess of South African agencies, but also captured the diverse cultural nuances that make the country unique. Whether they pull at the heartstrings, evoke nostalgia, or make us laugh out loud, these ads have left lasting impressions.
This Heritage Month, Hyphen Creatives is taking a look at some of the most iconic South African ads to explore what we can learn from them.
Nando’s – Last Dictator Standing
Nando’s has long been known for its cheeky, daring ads that often use satire to comment on South African politics and culture. While there are many ads we could mention here, potentially one of their most memorable campaigns is 2012’s Last Dictator Standing. It humorously depicted African dictators in a farewell dinner, only to highlight that only one ‘dictator’ was still standing. Though controversial, the ad showcased Nando’s signature boldness.
Nando’s ads are memorable because they connect with their audience through effectively capturing and poking fun at the current cultural and political zeitgeist. By using humour as a vehicle to reflect on serious issues, Nando’s manages to tread the fine line between provocative and playful; never afraid to ‘go there.’
Authenticity and cultural relevance are critical. Nando’s success stems from their ability to speak the language of their audience, offering humour and commentary that feels deeply embedded in South African culture. Marketers can learn from Nando’s fearlessness in addressing tough topics, as long as it aligns with their brand’s voice and values.
Oros – Flavour Drums
One of Oros’ most iconic ads is the Flavour Drums campaign. In this vibrant and energetic ad, the Oros man beats the lids of various Oros flavours, with every beat also including the name of the flavour, eventually building up to the “oh oh oh oh Oros!” tagline. The catchy drum beats, bright visuals, and playfulness created a memorable campaign that celebrated Oros’ refreshing and timeless flavours.
The ad’s catchy use of rhythm and sound, paired with the unique voiceovers on every flavour, made it a simple yet highly effective way to communicate the brand’s essence: fun, flavour, and refreshment.
This campaign shows that when you combine strong visuals with a rhythmic soundtrack, you not only grab attention, but also leave a lasting impact. Marketers can use music strategically to amplify their brand message, especially when targeting younger, energetic audiences.
Vodacom – Yebo Gogo
The Yebo Gogo campaign by Vodacom was one of the most beloved series of ads in the early 2000s. Featuring characters that are portrayed as younger and tech-savvy alongside older, traditionally wise characters, these ads illustrated the gap between generations while promoting Vodacom’s products. These ads ensured their memorability by subverting expectations and creating an amusing situation with relatable humour.
Relatable characters and storytelling are a potent combination. Vodacom tapped into the emotional and social dynamics between generations, creating a narrative that resonated with a wide demographic. Marketers should strive to create content that is both engaging and deeply relatable, allowing them to bridge gaps between different audiences while conveying the brand’s message.
MTN – Ayoba
Who doesn’t remember using “Ayoba” instead of “cool” back in 2010?
The MTN Ayoba campaign was launched to create a fun, celebratory spirit around the 2010 FIFA World Cup in South Africa. The word Ayoba became a catchphrase synonymous with joy, excitement, and South African pride. It was a simple concept, but its cultural relevance and infectious energy made it a defining campaign for MTN.
Timing and cultural relevance are crucial. MTN’s success with Ayoba came from understanding the zeitgeist of the time and capitalising on it. Marketers should pay close attention to cultural moments and trends, ensuring that their campaigns not only resonate, but also add value to the broader conversation.
Klipdrift – Met Eish Ja
If you were around in 2005, you’ll definitely remember this classic ad. Even if you weren’t, you’ve definitely heard this catchphrase.
In this Klipdrift ad, a local farmer rescues two tourists (who don’t need saving) and takes them to his homestead. There, they enjoy a round of Klipdrift together. As they sip their drinks on the porch, a memorable line is delivered: when the farmer offers another round, the guest responds with “Eish,” a South African term used to express surprise, annoyance, or resignation.
The farmer, misunderstanding “eish” for “ice,” replies with, “Met Eish… ja, met eish.” While this line might seem simple now, back in 2005, it instantly became an iconic catchphrase, quoted by people of all ages across South Africa. It’s remembered as one of the most unforgettable ads ever to air on South African television.
This ad effectively captures the essence of South African culture and language, making it highly relatable and memorable. Its ability to turn a simple interaction into a widely recognised catchphrase demonstrates its impact and enduring appeal.
Bathroom Bizarre – The Jingle
“That’s B-I-Z-A-R-R-E, come to Bathroom Bizarre!”
Be honest. You just sang that in your head.
The iconic Bathroom Bizarre jingle is a prime example of how a simple, catchy tune can stick in people’s minds for years. The efficacy of Bathroom Bizarre’s ads comes from their ability to create instant brand recognition with its repetitive and melodic jingle.
Bathroom Bizarre’s use of a memorable tune made their brand unforgettable, particularly in a competitive market. Marketers can take advantage of the power of music and repetition to create long-lasting brand awareness and make their product offerings stick with consumers.
Allan Gray – Beautiful
Allan Gray’s 2008 Beautiful is an example of how an investment firm can convey its values through emotional storytelling. The ad tells the story of a young boy who waits patiently for the girl he loves to grow up, symbolising the company’s belief in long-term investment and patience. The emotional depth, stunning visuals, and evocative music made the ad feel more like a short film than an advert.
Allan Gray’s commitment to its core message of patience and long-term thinking was beautifully illustrated through this metaphor, creating an emotional bond with viewers that set the brand apart from its competitors.
Emotional storytelling can create a lasting impression and a deep connection with your audience. Allan Gray’s ad teaches marketers that the best way to convey your brand’s values isn’t always through a hard sell but through a meaningful, relatable story that reflects the brand’s purpose.
King Price Insurance – Generating Gees
In 2023, King Price launched its Generating Gees ad, a humorous yet clever take on the frustrations of load shedding in South Africa.
The ad opens with a stadium full of people ready to sing the national anthem before a big rugby game. However, instead of the familiar strains of Nkosi Sikelel’ iAfrika, the sound of a generator buzzing to life fills the stadium. This ad’s effectiveness lies in its unexpected twist, combining a deeply patriotic moment with the all-too-familiar sound of a generator, something many South Africans have grown accustom to hearing during power outages.
King Price’s Generating Gees ad teaches marketers the value of tapping into cultural moments and shared experiences. By using humour to comment on a national issue (load shedding) the ad becomes highly relatable and timely. Marketers should aim to create campaigns that resonate with the current realities of their target audience, using humour and cultural references to create memorable and engaging messages.
Honourable Mentions
In addition to the above ads, a few other standout campaigns have captured audiences’ imaginations. Here are some honourable mentions:
- Simba – I Wanna Be a Simba Chippie
- Wimpy – I Love It When You Talk Foreign
- Vodacom – I Like the Way You Move
- Melrose – Mom Remembered Melrose
- Joshua Doore – You’ve Got an Uncle in the Furniture Business
- Cremora – It’s on Top
These ads share a common thread: their ability to craft memorable dialogue and create catchy jingles that linger long after the ad has ended. Each of these ads has left an indelible mark on advertising history and has wormed its way into the cultural lexicon of many South Africans.
What We Can Learn from South Africa’s Best Ads
From Nando’s witty political satire to Allan Gray’s emotionally charged storytelling, South Africa’s most iconic ads offer valuable insights into the art of effective advertising. By taking a closer look at these ads and what makes them effective, marketers can learn the importance of:
- Cultural Relevance: Ads like Vodacom’s “Yebo Gogo” and MTN’s “Ayoba” show the power of tapping into local culture.
- Emotional Storytelling: As demonstrated by Allan Gray’s “Beautiful,” connecting with audiences on a deeper emotional level creates lasting impressions.
- Humour and Relatability: Nando’s and King Price use humour to humanise their brands, make them memorable, and even create engaging talking points.
- Catchy Music: As demonstrated by Bathroom Bizarre’s jingle, and Oros’ musically centred ad, music can help solidify a brand in the minds of consumers.
Ultimately, the most effective ads are those that resonate with their audience through relatable storytelling, humour, or emotional appeal, all qualities that transcend industry, product, or service. And sometimes, nothing is more memorable than an earworm.
To see how we can help your brand craft a standout campaign, get in touch with Hyphen Creatives at info@hyphencreatives.com!