Nando's South Africa, Burger King South Africa and Chicken Licken have always taken gambles with their adverts — they use humour to highlight and discuss problems taking place in South Africa's society. And, the soft drinks brand Coo-ee has also recently used the same tactics in its 2021 Freedom Day advert (more on that later).

But what effect does humour have when approaching controversial topics in marketing?

media update's Lara Smit is investigating how these brands are breaking boundaries with South African satire right here.

Let's join in on the LOLs:

The depleting Rand value

Nando's South Africa — 'Swerve the Randemic'

Nando's South Africa is a brand that is notoriously known for its adverts that poke fun at social and political issues. And, of course, it didn't shy away from poking fun at the recent issue that South Africans are facing — the depleting value of the Rand.

With the Covid-19 pandemic came a massive drop in the value of South Africa's currency. Consequently, this has resulted in a price increase of imported products. And, Nando's SA addresses this sad reality that many South Africans must face in their 'Swerve the Randemic' advert.

This advert humorously depicts a woman pinching her pennies by making a cheap alternative to champagne by carbonating box wine with her "sodakween" machine. She then serves the makeshift champagne to her girlfriends on their ladies' night (to their detriment, of course). As a result, when she serves her girlfriends Nando's later on in the evening, one of them asks if they are really being served Nando's and not some cheap alternative. She then confirms that it is indeed Nando's — which has affordable deals on meals on offer during the 'Randemic'.



Burger King South Africa — 'King of the Day'

Burger King South Africa also decided to satirically incorporate the issue of the depleting Rand value into its 'King of the Day' advert.

This advert depicts a lady pulling into a petrol station with her car and asking the petrol attendant to put R29,90 worth of petrol into her car's fuel tank. The petrol attendant then proceeds to put the amount of petrol that this value of money is worth by blowing the petrol fumes from the petrol pump into her car's tank — comically showing how little this amount of money is worth in petrol. The advert then states that although you cannot buy much with that amount of money, you can still buy meals on special at Burger King.



To what effect is this humour used?

Although the solutions to the "Randemic" that are shown in these two adverts are ridiculous, they are also hilariously innovative and worth a good chuckle.

These ads take the edge off during the financial crisis that South Africans are facing — giving people comedic relief in a negative situation and making it positive through humour (because at least we can laugh a bit about it, right?). Therefore, these ads encourage South Africans to take the financial crisis in their stride and perhaps find an innovative way or two to save a few bucks.

Additionally, the struggles portrayed in these adverts are related to South Africans who are strapped for cash as a result of the "Randemic". And, by depicting these struggles humorously, these adverts give South African viewers a sense of community. How so?

It shows them that they aren't alone in their financial situations as the depletion of the Rand's value, influences the entire South African population.

This type of satirical marketing is effective for these brands because they evoke a positive emotional response from audiences that find their adverts funny. Audiences will then be more likely to associate these brands with positive sentiments. Additionally, they will also be more likely to share the content with others so that they may laugh as well.

With these brands, their humour appeals specifically to a South African audience because of the relatability of the circumstances that they satirise in their adverts. This is effective because it makes the content more personal — playing on the heartstrings of South Africans who feel as if they are part of a large community of people dealing with the same situations.

Lastly, by incorporating social changes into their adverts, these brands make themselves more relevant and in tune with what their audiences are going through — allowing every advert to hit the nail right on the head!

Breaking stereotypes

Coo-ee — 'Fizzy Pink Lemonade'

The South African soft drinks company Coo-ee launched its new product last year — Fizzy Pink Lemonade. The campaign built around this product is that it breaks stereotypes as a product "for everyone". The first obvious stereotype that this drink breaks is that of gender normativity. As a pink drink that is advertised for "everyone", this drink transcends stereotypes of pink being a strictly feminine colour.

However, in its Freedom Day advert for this product, they take it even further. They decide to humorously employ the stereotype of "that one aunty" that all South Africans know. The aunty who is still adapting to post-apartheid South Africa — where racial stereotypes and the controversies around sexuality have been eradicated. That aunty has no filter, and so she constantly says controversial things and points out how South Africa has changed.



Chicken Licken — '#SoulBites Nuggets of Wisdom: Neck Tattoo'

Chicken Licken also took to using humour to make fun of stereotypes surrounding people who have tattoos in its '#SoulBites Nuggets of Wisdom: Neck Tattoo' advert.

In the advert, a man is at a tattoo parlour and considering getting a tattoo done on his neck. However, when he bites into a Chicken Licken nugget, his conscience kicks in and he imagines himself in various scenarios where having a tattoo on his neck will have negative repercussions. These scenarios include him:
  • getting denied at a job interview
  • is suspected of being a "Tattoo Gang" member
  • is disapproved of by his girlfriend's father
  • getting evicted from his apartment building, and
  • is suspected of being a drug smuggler.
So, he decides to forego the neck tattoo and have it done on his arm instead.



To what effect is this humour used?

By making fun of the stereotypes surrounding gender, race, sexuality and aesthetics, these adverts point out how unnecessary and illogical stereotypes are. Therefore, they break down the stereotypes that still exist in South African society.

Additionally, the adverts make a point of how people still tiptoe around discussions regarding these stereotypes. They then simultaneously open up communication surrounding controversial topics — encouraging victims of prejudices to speak out about controversial topics without there being a backlash. Therefore, it would take the edge off conversations surrounding stereotypes.

Creating adverts like these are beneficial to these brands because it allows them to stay relevant with the contemporary perspectives and changes in society. Furthermore, by addressing topics like stereotyping in this way these brands are able to represent more than just their products. This gives these brands more meaning and a higher purpose that consumers will respect, value and want to buy into.

To what effect do you think these brands use humour in their adverts? Let us know in the comments section below.

Want to stay up to date with the latest news? Subscribe to our newsletter.

Interested in finding out more about how Nando’s markets its products? Then read up on these Five marketing tips you can learn from Nando’
*Image courtesy of Canva