Nando’s Diversity TV advert, created by leading creative agency, Black River FC, was last night awarded the Creative Circle Ad of the Year award in the film category.
This is the second consecutive year Nando’s and Black River FC won the Creative Circle Ad of the Year, last year taking top honours for the celebrated Dictator advert.“An agency is only as good as its clients, and Nando’s allows us to push boundaries and trusts us to do brave work,” says Ahmed Tilly, Black River FC executive creative director.
The Nando’s Diversity ad has already received considerable recognition, last year winning a Bronze Eagle at the Eagle Print Awards and a Bronze Loerie at the 2012 Loeries.
Oarabile Mahole, the Black River FC writer who worked on the advert, said the brief was to highlight Nando’s varied menu. “But a Nando’s brief is never as simple as that. We needed to include social commentary and make it relevant, ensuring it had talkability,” he explains.
“Xenophobia is an ongoing theme in South Africa but at that stage we had just witnessed a wave of xenophobic attacks. Our basic message was that in a country with so many different types of people, surely diversity must be appreciated. Our message of tolerance took it to the extreme, saying that technically, except for the Khoi San people, we are all foreigners in this country. If you enjoy diversity you will love the diversity of the Nando’s menu.”
Broadcasters were initially nervous to air the advert, thinking it would incite xenophobic attacks. The SABC declined first, and they were followed by ETV and DSTV. However, after the Advertising Standard Authority (ASA) dismissed the two complaints regarding the advert, DSTV was open to broadcasting it. “When the broadcasters didn’t run with it, we published it online and created a print ad to accompany it,” says Mahole. “Within the first two days we had over 100 000 views on YouTube and we’re currently sitting at just over 590 000 views.”
The Diversity advert was Mahole’s first television advert, written after only six months in advertising. Last year’s Ad of the Year winner, the Dictator advert, was also written by a junior writer, Nhlanhla Ngcobo. “This is proof that if create an environment for young talent to shine, they will,” says Tilly.
“The Creative Circle Ad of the Year is a reflection of our commitment to produce and deliver creative and effective campaigns that entertain, inspire and most importantly, gets people talking. A big congrats to everyone at our agency, as well as Nando’s and Dean Blumberg of Bouffant Films.”
Black River FC clearly has the trust of its clients and the agency’s continued success illustrates this. In addition to last year’s Creative Circle Ad of the Year award and the Bronze Eagle, 2012 saw the agency walk away with the prestigious Black Eagle award, a Loeries Grand Prix, a Gold Loerie and a Gold Pendoring for the Nando’s Last Dictator Standing advert in the TV and Film Communication category. It also took home Campaign Gold for the Nando’svsSantam advert.