14 June 2004

The International Marketing Council's (IMC's) latest TV advertising campaign, part of the country's 10 years of freedom celebrations, encourages South Africans to become "part of the rhythm of our nation" - literally, by drumming to the same beat.

• View the TV advert
  (In wmv format - you may need to download a Windows Media Player.)

• Learn the beat in animation
  (In mpg format - you can use a Windows Media Player here too.)

• Listen to the radio adverts:
  (In mp3 format - you can use a Windows Media Player here too.)
  • Radio ad 1
  • Radio ad 2
  • Radio ad 3
  • Radio ad 4
  • Radio ad 5

"The campaign, on TV and radio, will teach South Africans the rhythm, and call on them to beat it at all appropriate moments going forward", Johnston says.

The television advert features South Africans of all persuasions going about their daily work, creating the "rhythm of the nation". The star of the advert - the conductor of the "orchestra" - is 10-year-old Tlotlego Tsagae, born on 27 April 1994.

Tlotlego, says Johnston, "is our future - she represents South Africa, 10 years into freedom. Her orchestra is the nation, aligned and unified, joined together, drumming the same rhythm."

Since 1994, say Johnston, "South Africa has achieved so many extraordinary successes, and many South Africans have had a role to play in helping the country to accomplish this.

"Through this new campaign, we aim to encourage South Africans to celebrate the role they have played during these 10 years of freedom, and to dream about, and commit themselves to, creating an even more successful country in the future.

"This year, in our tenth year of freedom, we have the opportunity to unite as a nation and to show the world that South Africa truly is Alive with Possibility."

The IMC also launched a radio campaign that supports the TV ad by telling the stories of "ordinary South Africans who have achieved extraordinary things, and, in so doing, have contributed to the country's success".

Johnston explains the value of creating "Brand South Africa", saying that, "as the country's image and awareness improves internationally, we will increasingly be seen in a positive light by the rest of the world. We will attract tourists and investment, which, in turn, leads to job creation - critical for any developing country.

"For the rest of the world to believe in us though, it is essential that South Africans themselves believe in the country first, and demonstrate this in a co-ordinated and aligned manner.

"This advert is therefore an important call to action, a reminder that we are all part of a greater whole, existing and growing together. Everyone has a role to play in marketing the country - let's do it", says Johnston.

SouthAfrica.info reporter

	Star of the advert and conductor of the 'orchestra', Tlotlego Tsagae, was born on 27 April 1994

	Start learning the beat: take a quick animated drumming tutorial - follow the second link in the story (see left)

	The TV ad features South Africans of all persuasions going about their daily work, creating the 'rhythm of the nation'

	'Can you imagine the power of 30 000 people all drumming the same drumbeat?' - Yvonne Johnston, CEO of the IMC

10 Years of Freedom: South Africa 1994-2004 Looking back on 10 years of freedom. Looking forward to a future Alive with Possibility.

'Today I woke up in a place that said: Be what you want to be.' Nelson Mandela, Zanele Situ, 'Baby Jake' Matlala and Natalie du Toit are among those who woke up to a country Alive with Possibility. View the IMC's Brand South Africa TV advert. Wake up to a dream.