There seems to be a sense of cohesion appearing in South Africa, South African brands, brands that operate in South Africa and especially South Africa as a nation.
Cell C’ new campaign “Believe” is no exception to this. It’s as if South African have started to disregard the negative state of mind and moved to focus on the positive. This is a rather broad assumption, but never the less the feeling of positivity is there, and there to stay.
We build our connections like we build our nation, for a better end result. This resonated with me as soon as I started watching the “Believe” ad on Youtube. It’s an extremely powerful message, in that simply giving people the chance to believe in them selves will not only lead them on to greater aspirations but they will also believe in others, and nothing beats the collective.
I think at this point in time, especially is South Africa the disparity of those that have and those that don’t have place one in a social hierarchy, but what this ad shows, is that not matter where you are, who you are, or how young you are, to believe in yourself is the single greatest attribute one can have.
This is the kind of “stuff” nations grow from. The ability for O&M to see this and align Cell C with this sort of social cohesion as a carrier for the believers is an excellent idea. Brands should constantly be finding positive aspects, be it socially, culturally, what ever it is, as long as it resonates with people, it’s bound to succeed.
The power South Africa is now in your hands to believe a better nation based on the substance of its inhabitants.
My name is Simon Miszewski. I’m currently doing my post-grad in Marketing, Advertising and Communications at the Red&Yellow School of advertising. I enjoy writing these articles as it gives me a platform to express how I feel about certain relevant issues in South Africa and the world. It’s your view on how you perceive the topic at hand. To have that opportunity is great.