Single Ladies

Agency Network: 
August 2009


A new television commercial featuring dozens of ordinary South Africans dancing to Beyonce’s hit, ‘Single Ladies’, is an extension of Vodacom’s drive to illustrate that the internet is ‘maklik’.

Devised by Draftfcb Johannesburg executive creative director Grant Jacobsen and his team, the 60-second commercial broke late in June after three 15-second teaser ads flighted for a week to prime television viewers to expect another epic from the cellular network.

The characters from these teaser ads – two elderly farmers, a couple of gym jocks and a construction site foreman – also feature in the new commercial. The central character, however, is a goofy-looking, ordinary guy who goes on a whirlwind tour that starts in his bedroom and takes him to the colourful nooks and crannies of South Africa. He executes the dance routine performed by Beyonce Knowles and her troupe and gets all the ordinary South Africans he encounters along the way, including Vodacom favourites Bankole and De Pinna, to perform with him. The ad concludes with a subtle teaser of its own suggesting that that there is more to come – the final few seconds features show biz-styled text saying ‘connect more’ and ‘live more’ as well as a West End-style logo billing ‘connect for fame’.

Film advertisement created by FCB, South Africa for Vodacom, within the category: Electronics, Technology.

Advertising Agency: Draftfcb Johannesburg, South Africa
Executive Creative Director: Grant Jacobsen
Deputy Creative Director: Neo Mashigo
Group Head Creative: Grant Sithole
Art Director: Marcus Moshapalo
Head of Broadcasting: Rachel Andreotti
Group Business Director: Colleen Berrange
Business Unit Director: Michele Phillipson
Account Director: Lorinda Wyatt
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takyuz's picture

superb acting and casting

Activity Score 120
Creative Director
Reality Check's picture

This is signature Vodacom, and fans will find it pure delight.

Reality Check
Activity Score 2487
alexander_bickov's picture

Stupid like Borat.

Activity Score 3217
CGilb09's picture

Um, Borat was hilarious. I have never once been in a theater and heard so many people straight up laughing out loud that hard together. Clearly you didn't get the satire.

But on topic-- LOVE this! You can never go wrong with Beyonce.

Activity Score 570
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

Guest's picture

Borat rocks, this ad sucks! Get a life**

Guest's picture

it's unbelievable how ridiculous your comments are. that's really good tvc. congrats guys. very funny and entertaining.

slowrider's picture

inspired by :

but the commercial is much better in acting

Activity Score 646
Art Director at xxx |

one should not take life so seriously - as one will not come out of it alive.

valayamadvertising's picture

nice dance creates impact

Activity Score 242
Creative Director at VALAYAM CREATIONS |,

Guest's picture

that's funny~

Sephi's picture


Activity Score 133
Art Director at Shanghai,China
Guest's picture

SOoo Cool !!

Guest's picture

quite funny

Guest's picture


Guest's picture

some scenes are greenscreened though... nevertheless it's awesome!

dearabby's picture

That's really funny! I personally love commercials where people are dancing or singing along to songs you totally wouldn't expect them to. I'd never heard of Vodacom, but this made me want to learn more about it, which was the purpose of the commercial in the first place: laugh, sing along, get more info on Vodacom. For me it was successful. Good deal!

Activity Score 104
Graphic Designer |

I dream of a day when chickens will be able to cross the road without being questioned regarding their intentions.

Guest's picture

None of it looks to be green-screened, and even if it was I still LOVE IT!

Guest's picture

WTF! Is this a creative idea? I hate Borat, lousy than Borat! Huh!

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