The Best Anti-advert of all time.

On BBC Entertainment, I have just seen the most effective advert for putting a person off the World Cup.

Of the 30 second advert, the distinct majority of footage is  awash with grainy black and white images of violence, angry people protesting apartheid etc; clearly with the intention to remind everyone about a pre-1994 South Africa. The ad ends with a last minute, spur-of-the-minute thought, ‘Oh yes. Don’t forget, foreign people who helped implement oppression, colonialism and apartheid,  it’s the World Cup time- do come and visit.’

Question #1: How does reminding the world (yet again) of SA’s tragic history help people restore relationships? Wasn’t the TRC supposed to do that?

Question #2: What does the above footage have to do with sport in general and soccer in particular?

Question #3: How on earth does an advertising catastrophe like that create a desire in anyone to watch the WC on TV, much less spend actual money travelling to SA for it? Do they think people are going to come to watch the WC because they feel sorry for black South Africans?  … Answers on a postcard…

Personally – I think the ad did more to increase racial tension than lessen it, and it CERTAINLY did nothing to promote sport/integration/soccer/reconciliation whatsoever… But then, that’s the media all over isn’t it?


About Freud Fission Chips

Despite the banality of the name, FFC has led an intensely varied life. Grateful for surviving almost three years as a 'troepie' (soldier for non-South African Readers) in the Angolan war, he determined to wring as much out of life as possible. Currently providing Business Analysis services, trading on the stock market and developing web pages to pay the bills, FFC also dabbles in wildlife, landscape and people photography, writing, and far too many interests for his own good. He has also travelled extensively in southern Africa (working on the sound theory that a moving target is more dificult to hit). These peregrinations also include over 1500kms on foot through some of the worlds most spectacular scenery. It hasn't all been plain sailing, beer and skittles, and endless beds of roses... Chief amongst the prerequisites for surviving Africa, with its mind-bending characteristics, is an appropriate sense of humour.... So, for now, he will be recounting the amusing among the annoying, the frustrating wrapped in the funny and extracting the mirth from the melancholy... Oh yes, there might be some alliteration too.
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