Should Marketers Create Politically Charged Advertising?

The following is an interesting but banned advertisement for SABC 1, a South African television network. A striking concept because it demonstrates a role reversal where whites only represent about 9% and blacks comprise 79% of the population in South Africa. However, despite my initial interest I’ve come to the conclusion this piece represents great creative with poor strategic value for the brand.

Before watching let me explain two terms which you might be unfamiliar with in this ad.

Mzansi is slang for “The South” as in “Southern Africa”

Ya Mampela is the tag line for SABC 1

The intended target audience for the commercial are disadvantaged, White South African youth. Since the end of apartheid the unemployment of White South African’s has increased to 10% out of a total population of 4.5 million [source]. Although the plight of unskilled, white South Africans is unfortunate it still does not compare to their black countryman. The fact should not be glossed over that of the 35 million strong black population, 28.1% are unemployed [source]. Not to mention the majority of capital, including land is controlled by whites.

I consider advocacy advertising to be an acceptable tool for us marketers, and the ad does attempt to showcase the other face of South African poverty. However, in creating this piece the ad agency overstepped a boundary by interweaving the theme of discrimination toward White South Africans. This seems especially distasteful in that the country is only 15 years removed from and still struggling with the legacy of apartheid.

Tags: Advertising