It should have been a surprise that the Sunday Times last weekend contained 10 full page and 16 smaller advertisements in honour of the late Nelson Mandela, given his passing on Thursday evening, and the deadlines of newspapers to ensure their distribution in the early hours of Sunday morning.  It was interesting to evaluate corporate South Africa’s response, in their advertisements, to the passing of our country’s greatest leader, most quoting the wisdom of Madiba in their tributes to him.

Given the two days in which ad agencies had to book their clients’ advertisements, it is clear that they could not have created them in such a short time period, given lead times to conceptualise the ad, obtain client approval, and to produce the material.  It is clear that the major corporates had their farewell ads to Madiba prepared and mothballed for the announcement of his passing.

The most touching and most genuine advertisement, in our opinion, is the one by Nando’s, demonstrating the power of consistency in advertisement layout and typeface, recognisable to any South African without its logo or branding.  The most disgusting of all the ads is that by funeral organisers AVBOB, depicting Madiba in daisies, and shouting its pay-off line ‘We’re here for you’!

Pick ‘n Pay’s advertising disappointed, with three full page advertisements in last Sunday’s edition, the one on page 12 in the main body being a crass ‘Price Cuts’ one, amidst the remaining ads all being tributes to Madiba.  Pick ‘n Pay and the media department of its ad agency could have done a better job in planning the placements, requesting its tribute ad in this slot, and its special offer ad in other sections of the paper.  Cynically one could think that the retailer purposely capitalised on the above Continue reading →