The “Mntana ka Gogo” campaign by VML has become a cultural bookmark in South Africa, turning everyday rituals into powerful storytelling.
Every now and then, a campaign comes along that feels bigger than advertising. It doesn’t just sit on our screens, it lives in our memories, our homes, and our hearts. “Mntana ka Gogo” is one of those moments.
It taps into something so many of us grew up with: that ritual of being held, your face gently (or not so gently) rubbed with care. It’s not just about skincare, it’s about love, tradition, and the small acts that shape who we are.
When the line appeared on my phone screen, “Some traditions are not passed down, they’re rubbed in”, it felt less like copywriting and more like a truth we’ve always known.
Why this one hit home
South African advertising has often tried to look outward, chasing global cool. But the real magic happens when we look inward and tell our own stories. This piece of work is a masterclass in doing exactly that. It reminded people of home. It sparked conversations. And it showed that our everyday rituals can carry the weight of heritage.
No wonder so many people on socials were shouting “give the person who pitched this a raise.” Because this is the kind of idea that doesn’t just tick marketing boxes. It lingers. It makes people feel seen.
Flowers for the team
This is where the credit really matters. Thando Sekoko brought her sharp creative eye and cultural sensitivity to the table. Malum XO added his own spark, proving once again why he’s one of the most exciting voices in the space. And then there’s George Qua-Endoo, whose photography elevated the whole thing. His images didn’t just capture faces, they captured memory, texture, intimacy. Without that lens, this story wouldn’t have hit quite the same.
The details are what make it special. The warmth between generations. The skin textures that tell their own stories. The close-up intimacy that feels both personal and universal. You can see the love poured into every frame. Storytelling at its finest.
What it means going forward
This campaign is proof that great advertising isn’t about flashy gimmicks. It’s about slowing down, listening to the culture and our people’s stories and finding beauty in the familiar. When you do that, the does more than just sell, it connects, it heals and it becomes integrated into people’s lives.
So to everyone who touched this project: flowers, applause, standing ovations. You didn’t just make an ad, you created a cultural bookmark.
