"There is no literal translation of this phrase, perhaps because it's more a feeling than a phrase," explains Jonathan Deeb, creative director at The Jupiter Drawing Room. "The closest approximation is “in the spirit of togetherness”. But the best way to gain an understanding is to watch the 60-second television commercial that spearheads the campaign."
The song, which was written by Napster and produced by Rob Schroder and his team at AudioLab, was compiled to build excitement and to inspire and encourage South Africans to rally around their national football team as it embarks on what is perhaps one of its most important seasons to date.
It is sung by South African musician Ringo Madlingozi, who has carved out a niche for himself crafting songs that are rooted in a traditional African voice, but which appeal to a wide spectrum of people.
"South Africa has always been defined by its differences, but there is one thing we all have in common - a love of sport, and a love of music. In this campaign, our passion for sport and music are combined to unify the nation behind a common cause - Bafana Bafana," says Renny Letswalo, Absa GM: brand leadership.
The “pied piper”, carrying his enormous vuvuzela is the embodiment of this passion. Dressed in the outlandish and imaginative manner that is unique to South African football supporters, complete with the characteristic kudu horns and outsized glasses, he rallies the country together and leads the people to their team.
The campaign uses TV, radio, print, ATM messaging, cellphone downloads and an internal programme to rally the nation and Absa staff behind the team.
