For Star Wars fans
Brilliant advert for a bakkie using stereotypes from the Apartheid era
The winning commercial “Ubuntu” takes a satirical look at race relations in the new South Africa and the pivotal role a Ford Bantam has in the joint venture of two men, one black, the other white, who mutually exploit stereotypes for their gain.
Created by the agency's Creative Director, Paul Strappini, the commercial centres around an idea that resonates with its audiences, locally and globally.
"Ford Bantam brings humour into race relationships in South Africa and the two men in the advert find a way of exploiting an inherent old prejudice, for their own ends," Strappini explains. "I see the amusing side of serious issues and believe talking and laughing about them helps diffuse them."
The manufacturer's objective was to entrench the vehicle as a South African icon, "The bakkie that helped build the nation".
setting on a quest