To make isiXhosa-speaking consumers (the 2nd largest language group in South Africa) aware of their affordable Internet package, MWEB tapped into Xhosa folklore. isiXhosa speakers inhabit two worlds at the same time – the traditional and modern. Modern technology such as the Internet comfortably co-exists with the notions of witchcraft being real. 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.
Advertising Agency: M&C Saatchi Abel, Cape Town, South Africa
Executive Creative Director: Gordon Ray
Copywriter: Jabulani Sigege
Sound Studio: We Love Jam
Audio Engineer: Arnold Vermaak
Published: May 2013