{"id":896,"date":"2022-01-18T16:51:39","date_gmt":"2022-01-18T14:51:39","guid":{"rendered":"https:\/\/machete.co.za\/machete-custom-theme\/?p=896"},"modified":"2022-04-05T12:31:30","modified_gmt":"2022-04-05T10:31:30","slug":"a-win-for-south-africa-at-the-super-bowl","status":"publish","type":"post","link":"https:\/\/machete.co.za\/machete-custom-theme\/a-win-for-south-africa-at-the-super-bowl\/","title":{"rendered":"A Win For South Africa At The Super Bowl"},"content":{"rendered":"<h3>A Win For South Africa At The Super Bowl<\/h3>\n<p>&nbsp;<\/p>\n<p>The Super Bowl is one of the biggest events on the American sports calendar\u2026 almost as big as the halftime music extravaganza, where artists such as Whitney Houston, Justin Timberlake, and Beyonc\u00e9 have all made their mark on American pop culture. And right behind that is the airing of the country\u2019s best TV commercials, where heavyweight brands pay huge money to slug it out in a no-holds-barred bout for the eyeballs and affection of the nation\u2018s consumers.<\/p>\n<p>This past weekend, however, also saw a major win for a young South African copywriter, Melusi Mhlungu.<\/p>\n<p>According to Business Insider, \u201cAdvertising slots for the Super Bowl are big money. One TV network charges close to $5 million for just 30 seconds. For that insane amount of money, companies go on a hunt for the brightest and most creative minds to put together ads.\u201d<\/p>\n<p>One of those minds was recruited by the Miami-based agency, David, where a dream brief landed on his desk \u2013 conceptualizing and writing the Kraft-Heinz Super Bowl commercial for their Devour frozen food range.<\/p>\n<p>The ad plays on the idea of\u00a0 \u2018food porn\u2019 and is narrated by a woman frustrated with her partner\u2019s obsession with Devour\u2019s frozen food instant meals. Mhlungu told Business Insider SA that \u201cit was one of those solutions that were so simple and obvious that we could not ignore it. We kept circling back and coming to it, thinking \u2018there\u2019s no way the client would approve it\u2019. But we were wrong, we are so fortunate to have such a great client and brand.\u201d<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=wVHzdVQ0VTg\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/watch?v=wVHzdVQ0VTg<\/a><\/p>\n<p>The hilarious commercial went viral on YouTube, receiving over 8,6 million views BEFORE airing at the Super Bowl on 3 February 2019 alongside brands like Olay, Burger King, Audi, Mercedes-Benz, and Bumble.<\/p>\n<p>This is a big one for the South African ad industry and is especially noteworthy for young black South African creatives, who often have to overcome cultural, educational, and financial disadvantages just to get into the industry. For Mhlungu, the challenge of developing great concepts seems to have come quite naturally. While still in primary school, he came up with ideas for TV spots and pitched them to his aunt, who worked at Leo Burnett. With her support, Mhlungu went on to study at Vega, followed by work experience at FCB, where he won the Adams &amp; Adams Young Creatives Award at the Loeries in 2015.<\/p>\n<p>It\u2019s understandable that he has been lured abroad by the big bucks and bright lights of the US ad industry, still the most affluent on the planet, but let\u2019s hope he brings his talent back home some time soon!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Win For South Africa At The Super Bowl &nbsp; The Super Bowl is one of the biggest events on the American sports calendar\u2026 almost as big as the halftime&#8230;<\/p>\n","protected":false},"author":1,"featured_media":897,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[550],"tags":[],"class_list":["post-896","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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