![Cell C has unveiled its bold new brand identity that is a nod to the purpose, To be an ally to those Cell C serves in partnership with design agency Shift (Image supplied)](https://biz-file.com/c/2409/750654-64x64.jpg?2)
Subscribe & Follow
Jobs
- MW Art Director Cape Town
- Senior Design Manager / Design Studio Manager Johannesburg
- Senior Account Manager Johannesburg
- Data Strategist Johannesburg
- Freelance MultiMedia Designer Johannesburg
- Marketing Project Coordinator Cape Town
- Activations Manager Johannesburg
- Account Director Johannesburg
- Mid - Senior Copywriter Durban
- Studio Administrator - Fixed Term Contract (Maternity Cover) Stellenbosch
Ford Ranger lobola ad
For those who haven't seen this ad, it shows a black and a white guy driving up to a farmstead. An old man and his daughter appear in the doorway. The black guy shows the man a picture of a cow. The old man smiles when he sees the bakkie. End of ad.
Now, even before my young black female intern mentioned this ad to me, I wondered why on earth a young black guy would take his white friend to sort out the lobola issue. (Usually a man is accompanied by uncles.) Also, why does the white guy drive the bakkie? Surely it would be logical for the black hero to drive the car? And why show a picture of only one cow? (A herd would have made more sense.)
This ad seems to indicate a level of insensitivity on the part of the advertisers that I assumed would have been a thing of the past. My intern is certainly not impressed.
![](/res/img/s.gif)