17 Jan MWEB “Witchcraft” Radio Ad
Something fun for a Friday! This radio ad by M&C Saatchi Abel Cape Town calls on the coven of Gwadana Forest to advertise MWEB’s affordable Internet package. About the ad:
isiXhosa speakers inhabit two worlds at the same time – the traditional and modern. Modern technology such as the Internet comfortably co-exists with the notion of witchcraft being real.
To make isiXhosa-speaking consumers (the 2nd largest language group in South Africa) aware of their affordable Internet package, MWEB tapped into Xhosa folklore. Gwadana Forest is an area in the Eastern Cape, South Africa, that is prevalent in Xhosa folklore as being a gathering place for witches. They are rumoured to travel there in the dead of night on iiketshi (witch transportation devices). If these witches had access to MWEB Internet, what would they use it for?
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.
Executive Creative Director: Gordon Ray
Copywriter: Jabulani Sigege
Agency Producer: Bronwyn Henry
Recording Studio: We Love Jam
Music & Sound Composition: Arnold Vermaak
Performance: Verah Jones / Bella Soqele / Anele Mtoti