Posts Tagged ‘america vs south africa’

South Africa: The leader of Advertising’s Free World

February 11, 2011

I was watching the Superbowl at someone’s house and eating pizza and drinking beer. The Superbowl is a game in which they play American Football. American Football is a game I don’t understand very well yet. In it, men in spandex play a form of Rugby. And then they stop, and the adverts come on again.

Many brands launch their advertising campaigns at the Superbowl. It’s a big deal. Unfortunately, the adverts aren’t really good. American advertising is not very good. It’s kinda old fashioned. And all the expensive explosions in it can’t hide the lack of real entertainment value.

There are various reasons for this.
1. America allows competitive advertising: While the South African advertising industry had to come up with something as brilliant as “beats the benz” to get away with it – and still was forced to stop airing the advert – Americans advertisers can simply play the point the finger game. Which is almost as boring to watch as it is to play.
2. Americans are scared of offending each other: Not sure why. Maybe cause they’ve all seen what happens to entire countries that offend Americans. But in any case, tip toes are the way to go. So poop jokes. Cute old people. Puppies. Yawn.
3. English rules America: There is simply no equivalent of “Met Eish”. Multiculturalism is not encouraged. It is, in theory, but without encouraging multiple languages, multiple cultures will get lost. Some things can only be said in certain languages, and keeping those languages enriches culture and keeps people on their toes.

4. Litigation kills creativity: If every advert for adult daipers needs to have a long disclaimer about nappy rash, when are we ever going to get to the funny stuff? I ask you.
5. The USA has a thriving film , comedy, and adult film industry: Desperation drives many of South Africa’s creatives into advertising, rather than film, theatre or porn, where they belong.  Here, people have options.

So to save you time, here are the highlights of America’s best superbowl adverts of the year 2011.

And Xtina’s performance with funny comments. Got to say, it was better than the version I heard at the Ducks’ game I attended.

Oh, and News24.com just published my latest column. It’s all about how to piss Americans off without firing a single shot. If you get that reference, congratulations on reading the news occasionally.