If I recall, the three radio stations were Munghana Lonene FM, which broadcasts in Xitsonga; Motsweding FM in Setswana; and Phalaphala FM in Tshivenda. I'm yet to see the other remaining stations.
The first thing that crossed my mind was that, although this was an interesting and different execution, to me, something important was lacking.
My argument is that even though listeners of these radio stations are not conservative, and are hip and keeping up with the times, they still uphold their cultural and traditional identity, including their respective languages. Just visit either Limpopo or North West to see these changes in the social component of these provinces. You will no longer come across bored, quiet and lame-looking youths, especially in the metropolises. Hence I have a serious concern about these ads.
Fail to educate, inform about culture
What is evidently clear in those ads is that they fail to educate and inform the public about the culture of the people who live in the regions being served by those indigenous language radio stations. For instance, one shows a coach with his team of young boys practicing soccer. To me, this approach is wrong because it doesn't provide the public with a clear depiction of the unique cultures and traditions of either the Batswana or Vhavenda.
Yes, the ads depict the changing times, which is good enough, but the cultural aspect is missing. One of the mandates of the SABC is, in a nutshell, to educate and inform the public in various ways and forms, and ensure that it reaches all people of different cultures, languages, beliefs, etc.
All the different ethnic groups in South Africa have their own traditional ways of doing things, and even clothing serves to proudly distinguish each tribe. There are numerous different things that are unique to each tribe - like the way the Vhavenda greet their elders or royalty or, when the Bapedi people communicate with their elders, they normally speak in a plural form, which denotes respect.
However, these traditional and cultural aspects seem to have been overlooked by the entire production team, including the client, agency and production house, during the conceptualisation of the ads.
How does it connect to culture?
The Motsweding radio ad where the coach catches up on latest news via his mobile phone while coaching - how does it connect to culture? Yes, the message is that he is keeping abreast with the news and views on his favorite radio station but I still strongly believe that the aspect of his culture and traditions could somehow have been showcased. Besides, why is he coaching a team and listening to his favorite radio station at the same time? I mean really! (And we wonder why foreign coaches run our soccer teams?!)
So why did the client approve a concept which does not reflect the true traditions and cultures of these stations? I also wonder if the staff composition of production companies comprises people who understand SA's cultural heterogeneity or are they just preoccupied with winning awards? Clients should develop briefs that do not lead to winning awards at the expense of misrepresenting our traditions and cultures.
Clients must look at the overall impact and authenticity of the concepts, as ads are not only there to achieve objectives, but also to educate and inform. They need to ensure that ads like these, especially from the SABC, leave the viewer not only with a single-minded proposition from the blueprint but with a profound cultural take out.
How much was spent in production?
I also wonder how much was spent in producing these adverts. It would have been a good idea to shoot the commercials at Lesedi Cultural Village. Not only would they have had the various cultural aspects at their disposal, but the stylists would also have had less work in choosing clothes for the day.
Everyone in the advertising industry needs to ensure that whatever we do is true to our cultures. Since TV is a passive teacher, it is unfortunate that most people, especially young ones (who happen to be our future leaders), do not question anything. They take everything for granted and think that what they see is correct (seeing is believing).
And if this shallow depiction of our cultures, traditions or religions persists, then we are in trouble. It would mean that the SABC's educational aspect - in any form, be it TV series, dramas or adverts - has no essence, base or profoundness.
