Takealot, South Africa’s largest online store recently teamed up with Coconut Kelz in a campaign to promote the shopping brand’s user-friendly advantages. We enjoyed watching Coconut Kelz narrate the ‘behind-the-scene’ process of Takealot’s orders, and seeing the story unfold on Twitter, we decided to pen a piece analyzing the admirable body of work.
— takealot (@TAKEALOT) August 20, 2019
The one minute long TV commercial-style ad opens with Coconut Kelz in a diamanté-studded safety vest, travelling through Takealot’s vast warehouses and distribution depots.
Writer and comedian, Lesego Tlabi, the creator of Coconut Kelz’s persona, catapulted her alter ego to fame after a series of her selfie-style videos took social media by storm, she maintains her characteristic hilarious flair that her followers have come to love for in this ad.
“I didn’t do the character for any kind of career in the comedy scene; I just did it for my Facebook friends. So, it’s awesome to see how it’s grown and is my main career now, which I never expected,” said Tlhabi.
Coconut Kelz is best described as a young white woman trapped in a black woman’s body. Harnessing her perfect vehicle for satire, Lesego Tlabi continues to deliver a tongue-in-cheek commentary on the state of South Africa’s social and political dynamics.
Cruising through the aisles on a forklift and riding up into the heights of packed shelves on a cherry picker, Kelz waxes lyrical on the ease and efficiency of Takealot’s ordering process. Her descriptions are mirrored by the teams of Takealot employees featured in the scenes, moving in a seemingly effortless and calm production line to facilitate customers being able to “Shop anything you can imagine” – as their tagline goes.
Founded in 2011, Takealot is a leading South African online retailer and voted one of the country’s favourite online stores. Highlights such as the Ultimate Checkout deals have led to the company’s growing success and popularity. With the widest range of products from groceries to appliances, shoppers can browse for everything, including the kitchen sink, on the Takealot site. As Kelz enthuses, “Literally everyone is shopping on Takealot.com right now”.
The ease and functionality of Takealot’s mobile app makes ordering online a breeze, “almost as easy as making Black Twitter angry” Coconut Kelz urges viewers to, “just download the app, trust me”. Continuing to illustrate the convenient pick-up and delivery options that Takealot offers its customers, along with the fast-tracked and secure checkout and payment options, Kelz reassures her audience of its simplicity with a trademark throw-away comment “I don’t like to struggle -eww!”.
Coconut Kelz’s lowdown on why 1.5 million happy shoppers shop online on Takeaolot is sure to delight and entertain while building on Takealot’s reputation for providing unbeatable value and customer service.
Watch the ad here:
Creative Director: Gordon Ray
Creative Director: Ntobeko Ximba
Copywriter: Marguerite Nel
Business Partner: Rachel Du Plessis
TV Producer: Sharon Martin
Director: Zandi Tisani
Producer: Julia Schnurr
1st AD: Trav Nel
DoP: Frances Maxwell Kroon
Gaffer: W.P. Haak
Key Grip: Lawrence Mmtali
Wardrobe/ Props: Hannah Smith
Unit: Sandi Mathebula
Sound: David Seapose
Editor: Joe de Ornelas @ Left Post Productions
Colourist: Terry Simpson
Online: Ismaeel Williams
Final Mix: WeLoveJam Studios