Satire is defined by
Google as "the use of humour, irony, exaggeration, or ridicule to expose and criticise people's stupidity or vices, particularly in the context of contemporary politics and other topical issues."
And to all my fellow South Africans, is that not the foundation of South African humour?
Marketers can try high, low, sombre or pure elation in their marketing campaigns — and yet, nothing hits closer to home than a satirical marketing campaign.
Yiza as we take a scenic drive with our favourite satirical South African adverts:
Social-political satire … or as some would say, Only in SA
Nobody is more at home with the 'Local is lekker' phrase than Schalk Bezuidenhout. The local comedian takes satire in his
sakkie wherever he goes and, while some of his jokes are tongue-in-cheek, others are straightforward.
With the latest WeBuyCars marketing campaigns, Schalk is tackling the humour around the high fuel prices. To everyone who had to go back to work full time, our condolences on your wallets' loss.
Schalk can be seen in various ensembles from the ridiculous things that the top wine tasters do to the stressful situation of asking your love to marry you … on an expensive date at a petrol station.
Agge shame!WeBuyCars, we salute your use of South African elements, the use of a local comedian and then, of course, reminding us why we might need to start taking a taxi to work.
An issue that these advertisements can hold is that they are time specific and address a temporary social issue (at least we hope so). So in a few years, when the petrol price goes down (let's wish for sooner than later), this advertisement won't be as successful.
WeBuyCars thought about this and incorporated common slogans, phrases, news, groups or celebrities that are iconic to South Africa — just like their humour.
It's important to note that a combination of methods is used in the mentioned marketing campaigns, but overall cultural marketing is the best way to go with South Africans. Not only does it humanise a brand, but it also reminds the customers that behind the brand are their fellow South Africans.
Making the best out of a SA situation
To those who are not aware of the following social celeb, the cash-in-transit man is the security guard who became famous after cooly handling an actual cash-in-transit heist. This was not an average Mission Impossible situation but rather a classical South African spectacle.
But never fear when a South African is near, as we can always make the best jokes out of the worst situations — which is exactly what this was.
In the 'Courier Guy' ad, the cash-in-transit guy is giving delivery employees a security brief on how to handle any trouble while on the road or delivering parcels. Even though the defensive movements are memorable, the ad does play on the social issue of a
high percentage of theft and hijackings that are taking place in South Africa.
Incorporating satire of social-political issues, especially for South Africa, is a guaranteed strong campaign because it reminds South Africans that it's best just to laugh at it and move on.
However, a little tongue-in-cheek and some play on words are fine, but remember that there is still a line when it comes to social issues that should not be crossed. So, choose wisely which issues you are tackling and including — and remember that the goal is to make your consumers laugh, not insult them.
What satirical SA marketing campaign is your favourite? Be sure to let us know in the comments section below.
*Image courtesy from Canva