National radio station - RSG is gradually moving away from its 'Afrikaner equals sheep farmer' image to a much sexier one, which will appeal to a younger audience.
The currently flighting commercial 'blow up sheep' created by Net#work BBDO, is the first in a series of animated television commercials to illustrate the progression and diversity of the station.
According to copywriter, Annette Nel: "RSG's traditional use of sheep in its brand imagery will continue, but we have modernised him from a plaaskapie to a stadskapie. Made up of radio parts, he looks more technologically advanced. 'Blow up sheep' was created specifically for 'Gemeenskapsake'. However, this is a play on words. The literal meaning is 'community issues', but it is also known within the Afrikaans culture to mean sexual intercourse."
RSG's marketing manager, Jacques Coetzee said: "This is our cheeky way of saying that we are more that just a community public broadcasting service and that you can find a bit of 'everything' on our station."
Tracy O'Brien Publicity on behalf of Network
