I am not sure if you’ve seen the advert on TV or online. I hadn’t until yesterday. I had heard about it and think it’s a great idea and concept in theory.
I managed to see the video at Bizcommunity. GO and take a look at the advert. It is a smart and fairly moving one.
From Bizcommunity:
The 45-second commercial shows Zola talking about all the great things that have happened in South Africa, including the recent rugby world cup win. Whilst talking to the camera, he is folding a South African flag, which he then puts away in drawer. Zola says he loves South Africa, but is not proud to be a South African man, because every year South African men rape 500 000 women.
I do take issue to some of it however. Not the stats, not the concept and not the advert itself. It’s the way things are phrased in the advert. I am proud to be a South African man. Zola says that he isn’t. Don’t lump with the masses that rape. I am not a rapist. Yes there are way too many rapes occuring, one is too many, but that doesn’t mean that all South African men are rapists and ashamed to be men.
The other issue I have with this advert is that unfortunately it reaches, in my opinion, the wrong people. The advert itself would be stunningly effective it was received on a mass scale, but I doubt that is the case at all. I think the wrong men are seeing the advert and the guild is being put in the wrong place on the wrong people’s head. Awareness is fantastic and necessary but not necessarily a solution.
I am incredibly impressed with The Jupiter Drawing Room however as they take on all the cost of the advert as part of their commitment to raising awareness. Brilliant and admirable and much needed.
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