Nando’s new advert a bone of contention
IN THE new TV ad by Nando’s, the term “you people” is shown to be a chicken bone of contention between South Africans. Last week, the brand known for poultry, pettiness and political satire screened the 60-second clip to the media.
It highlights everyone’s prejudices by showing scenarios where the pot can’t even see that it’s calling the kettle black.
The ad opens with a black guy with a hoodie running in suburban streets at night. He wants to know why he’s always profiled as though he’s a criminal. There’s the woman who screams out of her window and into the street and wants to know if it’s necessary for people to be so loud.
There is also the Asian manicurist who shakes her head in front of three poppies with cascading weaves getting their nails done and sarcastically comments that they think the Asians all look alike.
It’s a funny advert with what Nando’s chief marketing officer, Doug Place, calls “easter eggs”.
There are some references that are hidden in the ad that you will only find if you pay enough attention to what’s happening in the country. And they are able to respond to various situations affecting South Africans because, Place says, “we listen, listen, listen – way more than we talk”. Whenever someone starts a sentence with “you people”, whatever follows is sure to be disrespectful – whether they intend it to be or not.
This lack of self-awareness is exhibited by Real Housewives of Johannesburg cast member, Christall Kay. She used the phrase with abandon all season long and was frequently called out by cast members for it. So it was clear that Nando’s “listened” and paid attention to the pop culture side and not just social or political side of the country because they included Kay in the ad.
And while it is in Nando’s cheeky style and it is funny, it is still a company selling us something. It’ll be interesting to see if this advert becomes the norm for advertising in the future.