KFC SA: Head
Is that how they get down in South Africa? Is your head a napkin? Then somehow magically when you eat the "White man's" brand of fried chicken you evolve to the point of licking your fingers? Stranger things have happened.
cred:
Agency: Ogilvy Johannesburg, South Africa
Creative Directors: Fran Luckin, Graham Lamont
Art Director: Peter Little
Copywriter: Sanele Ngubane
Other additional credits: Tsakane Mhangwani, Sithabile Maphumulo, Thabang Butelezi https://sites.google.com/site/mayuradocs/PinIt.png
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2 comments:
That is a funny ad, I don't think it deserves the caption you gave it, I am black and only a black person in SA could have come up with that insight, sometimes it's not about black or white, but about drawing from your upbringing and using it to enrich and better yourself. GO SA
A black south African definitely had a hand in this as it opens up some of the cultural nuances that actually do happen. My friend from Nigeria said this about the ad:
1st it tells us about how we devalue our children and selves
and about empty promises that that go with such actions
then it tell us about how we think west as the solutuion to our problems...
remember that Omshana never like the how his head was being used as a napkin
and he could find a local solution to this problem, ie
there was no local food sumptous enough to discourage the elders from rubishing him
but he could remember that several miles away
in the city was a kfc
u saw how he suffered by climbing the hilly and dusty road
just to get a few pieces of chicken
when the man was contemplating what to do to his fingers
i tot the boy would offer a napkn that ususally comes with the meals
but not
the western food, which many westerners dont even eat, and a sizeable portion of which ends in the thrash can, is
so highly valued by this african(s)
whose other crimes include their inability to speak good english
so overall,
remember that the only time Omshana didnt show much
reservation about his his head being used for napkin
was at the beginning of the ad
subsequently
it could be seen on his countenence and sublime grunts
that he was dissatisfied by the treatment
so, a tension was building
which crescendoed when refuse to answer his call
the next action of his would have been more rebellious
and possibly, catastrophic!
but then comes in
the divine arbiter of all intra-African crises, the WEST!, in this case personofied by KFCC!
As far as head wiping goes he said this when I asked if this is a true part of the culture:
yes. in the context of the ad we just saw, it's a sign of blessing
and the child's humility and subjugation to his elders
in other places, this could either obliterate/transfer a child's destiny /talents
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