Anglo American gives Inroads above-the-line campaign

Anglo American have indeed shown patriotism to South Africa by awarding renowned young and black-owned advertising agency, Inroads, the R10 million 2010 World Cup bid television, radio and print campaign currently being flighted.

Though a joint venture with another agency called Creativity, Inroads have been in the forefront of the creative work, which show Anglo American as a caring and patriotic organisation that continues to plough back, in the form of Corporate Social Initiatives, to South Africa.

Inroads' Creative Director and multi-award winner of Loeries and other international awards, Taelo Mokgalagadi, says the Anglo American brief was 'a dream come true'.

"It's not often that you get to talk to South Africans about South Africa. Individually, my commitment to this country is very personal. Because South Africa is so diverse, it was impossible to pick one thing and say that is what makes South Africa. The thing that makes this country are the people – which is why we pay tribute to all South Africans, at all levels in the campaign," says Mokgalagadi.

Mokgalagadi adds that the various snippets introduced in the campaign employ irony because of its prevalence in this country, i.e. Mandela starting off as a herd boy, and turning out to be a president. "Things aren't always what they seem," he says.

Mokgalagadi boasts that Inroads was awarded the campaign purely on the basis of their extensive insights on the black market. "At Inroads, we understand what other agencies tend to miss in as far as a providing a full on campaign for this audience is concerned. We are very passionate about this audience, and we pride ourselves in our understanding thereof."