Agency Network: 
May 2013

MWEB Radio Ad - 'Witchcraft'


To make isiXhosa-speaking consumers (the 2nd largest language group in South Africa) aware of their affordable Internet package, MWEB tapped into Xhosa folklore. isiXhosa speakers inhabit two worlds at the same time – the traditional and modern. Modern technology such as the Internet comfortably co-exists with the notions of witchcraft being real. The ad uses this idea of witchcraft in a contemporary setting in a tongue-in-cheek manner, allowing the MWEB Internet offer to be presented using cultural capital that resonates with potential consumers.

Audio advertisment created by M&C Saatchi, South Africa for MWEB, within the category: Electronics, Technology.

Advertising Agency: M&C Saatchi Abel, Cape Town, South Africa
Executive Creative Director: Gordon Ray
Copywriter: Jabulani Sigege
Sound Studio: We Love Jam
Audio Engineer: Arnold Vermaak

Comments (2)

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Adliber's picture
Activity Score 174

Nice one.

kleenex's picture
Activity Score 50502

not bad.