The script begins, "They say if you want to hide anything from black people, put it in a book." And then goes on to ask, "So, what if you put black people in a book?" The book in question is the Financial Mail's annual listing of the top black movers and shakers in the business world, The Little Black Book.
Matigari Integrated bmc, the agency behind the radio spot, are adamant that the advert is not racist, "The radio spot takes a commonly held, racist opinion and turns it on its head," says Creative Director Natalie Grobbelaar, "One only has to listen to the entire advert to see that the intention is to debunk the myth, not perpetuate it."
Mthunzi Mbali, Marketing Manager for BDFM publishers says, "We were very happy with the creativity behind this advert. The idea was to present a provocative but affirming message that makes the point clear that things in South Africa have changed. I am frankly surprised that some people have chosen to misinterpret it."
According to Matigari Integrated bmc, the creative rationale behind the advert was to dispel the myth that if one wanted to hide anything from black people, it should be put in a book. The agency believes that addressing issues of this nature is essential and that they should be confronted rather than avoided as is typically the case. The purpose of the commercial was to create awareness for the Financial Mail's Little Black Book and to sell the publication. The commercial has achieved that and there has been a greater than expected awareness factor.
If you haven't already heard the adverts, visit www.financialmail.co.za to listen.
