The TVC illustrates a typical supermarket scene where two stereotypical women are faced with an issue of stock with regards to MAQ Washing Powder. When one of the women launches into Zulu, a language not expected from her, there is a moment of surprise. Through this, the tagline - at MAQ we all speak the same language - is exemplified.
“We wanted to rise above the clutter by creating an advertisement that had humour and plays on South African stereotypes. Furthermore we wanted to convey that MAQ is the ideal washing powder for all South Africans, regardless of your culture and background,” explains Jacqueline Jacobs, marketing director of Bliss Brands.
“At Bliss Brands we pride ourselves in the fact that our TVCs are nothing like the usual washing powder commercials that demonstrate the virtues of stain removal. Stain removal is what consumers expect from a washing powder,” she continues.
The new TVC is a continuation of the humorous thread that has run through all the Bliss Brands advertisements over the years, one that encapsulates the essence of the brand – making people feel good. In the ten years that MAQ Washing Powder has been in the marketplace, it has won the hearts of many South Africans. “MAQ as a brand has positioned itself as being for the people of South Africa from the people of South Africa. It’s a people’s brand that champions quality and fair price and also gives back to the community through numerous CSI initiatives,” concludes Jacobs.
The advertisement was conceptualised by the Bliss Brands in-house marketing team and was a collaboration with Wilco productions.
The new MAQ Washing Powder TVC is currently flighting on e.tv, DStv and M-Net. It can be viewed
here.