Brand SA takes to the airwaves

Last month saw the Brand South Africa campaign rolling out on TV and radio stations right around the country. At the forefront of the campaign is an advertising initiative that began with a series of radio adverts highlighting the infinite possibilities presented by living in South Africa.

23 Jun 2003

Central to this national campaign, in all 11 official languages, are the stories of seven extraordinary South Africans, who collectively embody the key elements intrinsic in the country brand. The radio adverts highlight our determination and hunger to succeed, with the "I Can. You Can. We Can. South AfriCan" jingle at the end of each advert.

This was soon followed by the TV advert, launched on Wednesday 21 May, which highlights the fact that "South Africans are creating a new dawn, every day". The central theme of the advert, "Today, I woke up to..." is carried through in the dawn footage of icons of South Africa, like President Mbeki, Nelson Mandela, Zanele Situ, Archbishop Tutu and Joel Stransky.

Initial feedback from the campaign confirms that it has been well received. Here are some of the comments from both participants and media:

"I'm very proud of it and am confident it will push people to do more."

Zanele Situ

"Exciting, great advert. Proud to be part of it. I feel like a South African icon!"

Babe Jake Matlala

"Unveiling the new nation with love and tenderness. The message is excellent! Fantastic!"

Abdullah Ibrahim

"It's beautiful and encouraging. Everyone I meet talks about it enthusiastically, especially the youth."

Mrs Petersen, mother of June 16 hero, Hector Petersen

"I almost burst with pride when I saw and heard it. In fact, I almost burst into tears. If you haven't seen it, stay indoors and camp in front of your TV (with a box of tissues). It's that good!"

Kim Penstone, MarketingWeb and The Citizen

"The TV ad is simple and emotional without being saccharine sweet. You would have to have a heart of stone or layers of cynicism not to be moved."

Brendan Seery, Saturday Star

"A timeous reminder that we live in an amazing country, populated by some amazing people. We are South Africans. Never a nation like us and never will be!"

Editorial, Saturday Star

To view the television ad or listen to the radio ads, click here.

Producing South Africa's most important advert - Some interesting notes...

The advert was filmed in locations all over South Africa, including God's Window, Table Mountain, Soweto, Alexander, Randfontein, the Drakensburg, Isandhlwana, Oudekraal and Sutherland

All of the filming was done between 09 March – 28 March 2003

President Thabo Mbeki's and Archbishop Desmond Tutu's segments were filmed on the morning of Human Rights Day

Archbishop Tutu interrupted his USA visit to return to South Africa specifically for the filming of his segment

The first 4am shot for Abdullah Ibrahim was rained out! He was on set at the top of Table Mountain very early the next day, with his grand piano, to start and complete his segment

Jonty Rhodes, whose segment will appear during the next phase of the campaign, remembered the names of all of the crew members!

Source: The International Marketing Council of SA