Nando's "Afro-tising" TVC
Since Guinness made their iconic “Made of Black” campaign in 2014, South African advertisers have been borrowing from Afro-futurist youth culture to try and sell things to young people.
By 2018 so many brands had jumped on this trend that it was becoming hard to distinguish one advert from the next, with every brand from beers, vodkas, banks, cars, insurance companies and even cheese-flavoured crisps making the same “edgy”, angry, rebellious ads featuring the same moody influencers, dilapidated streets, fetishized Afro-Futurist fashion and coloured smoke bombs.
When people started expressing their frustration online with the transparent strategy behind these types of ads, we realised that the public had become as exhausted with the trend as the industry had. So, with characteristic Nando’s spice, we made an ad to remind brands that there’s a lot more flavour to South Africa than this one narrow, well-trodden vignette.
On Twitter, the campaign received 260 586 paid and 1 182 861 organic impressions in its first week, with a view-through rate on organic impressions of 14.86%. On Facebook, it received 643 507 paid and 445 010 organic views in its first week.