However, over the last few weeks as I’ve sat in front of my television waiting like a rabbit in the headlights for the next life altering product to drift dreamily through my weak-willed, consumer mind, I’ve been wondering exactly what our national energy supplier hopes to achieve by its advertising campaign.
You know the one. Eskom tells us how they are dreaming of taking electricity to the rest of the continent. Set to souring music and finishing dramatically with the little star-like lights resolving themselves into the map of Africa from some celestial vantage point.
I mean really, what are we meant to do? Rush out and switch electricity suppliers? There’s only one for heaven’s sake, it’s not like we have a choice!
I will admit it is a lovely ad, it invokes a feeling of national pride, a feeling that Eskom has some kind of grand, altruistic plan in mind. But who are they targeting with this advert?
Short of rushing out and switching on every electric appliance in the house to increase consumption and help the parastatal up their revenue, what are we to do?
However, over the past weeks, as my mind has turned to the absurdity of this campaign I am left with a slow, boiling rage.
Eskom has seen fit to switch off services in the poorer areas at the drop of a hat. Our country is sitting with schools in rural areas that have absolutely no power, learners left cold and in dark, while they struggle to become educated.
Has anyone questioned this monopolistic giant as to just how much this ad campaign has cost? I mean this sweepingly grand ad is more often than not flighted on prime time television. Not to speak of the initial costs in making the ad.
Eskom’s previous ad, warning the nation on the dangers of toying with electric pylons, was useful and educational, if a bit gory. The latest advert however is really nothing more than the corporate giant singing its own praises.
And to what end? They have no competition, their captive consumer base can love them all they like, it won’t change the stranglehold this company has on our country’s citizens.
So I make an impassioned plea to Eskom, quit trying to convince us your motives are good, take the money you have budgeted for these adverts, and get out there and deliver. Let’s see schools getting connected, let’s see a part of your budget made available to subsidise disadvantaged areas. In short, cut the rhetoric and connect the people.
