'We've done it before ...'
22 June 2007
The International Marketing Council of South Africa's (IMC's) new television commercial highlights the remarkable ability of SA's people to beat the odds - as they did in 1994, defying the sceptics by turning out in their millions to vote peacefully in the country's first democratic elections.
First aired on June 16, SA's Youth Day, the advert aims to build on South Africans' growing confidence in the future.
The IMC's "We've done it before" campaign is based on the premise that South Africans "continue to defy all odds - just when the going seems to be impossibly tough, they pull through."
The advert opens with a line from a Nelson Mandela speech - "Of all the challenges we are yet to overcome, none is greater than those we have already overcome" - and ends with a woman walking past a line of people after casting her vote in 1994.
Moving, inspiring
"It's an emotionally inspiring advert that tells a true story of a nation, as well as capturing the spirit of the South African people," IMC CEO Yvonne Johnston said in a statement on Thursday.
"It will stir emotions, make people proud, and give them confidence that we will overcome all of our challenges, whatever they are - crime, unemployment, poverty … and World Cup scepticism".
IMC marketing director Kheepe Moremi said the commercial "makes the point in almost lyrical fashion that South Africans are no strangers to overcoming obstacles that appear to be overwhelming.
Telling a true story
"The TV advert was about telling a true story," Moremi said. "And those stories are often the hardest to tell, because they are the easiest to get wrong.
"We believe we got it right. We captured the spirit of the South African people, a nation which now serves as an example to the rest of the world."
Moremi challenged anyone
who might feel pessimistic to watch the commercial and "be reminded of who we are and what we are capable of.
"It's by no means an exaggeration. The beauty of this commercial is that it is based on fact. We have overcome hardship and adversity. We did, against all odds, achieve victory for democracy and freedom."
The TV commercial is supported by a radio advertising campaign, as well as inserts in the 10-second countdown to TV news bulletins.
The commercial, shot at Kudung Middle School in Heidelberg, was directed by Teboho Mahlatsi from production house Bomb. "He did a fantastic job in capturing the triumph of the 1994 elections," said TBWA/Hunt/Lascaris creative director Hennie Stander.
The International Marketing Council of SA is the custodian of Brand South Africa. Using the slogan "South Africa: Alive with Possibility", the IMC's mission is to articulate a brand for South Africa in order to attract tourism, trade and investment and to build national support for Brand
South Africa.
Copies of the IMC's previous adverts, "Rhythm of the nation" and "Today I woke up", can be downloaded from the
IMC website.
SouthAfrica.info reporter
