During the struggle, freedom songs were responsible for accelerating change in South Africa while leading to a culture of self-assertion, group pride and solidarity. In this 60 second spot, music and speech is used to position Jungle Oats as the only breakfast that gives you long lasting energy. ‘Amandla’, a Zulu word meaning ‘power’, is often used to unite the masses.

Here, ‘Amandla’ is replaced with ‘Jungle Oats’ simply because Jungle is the energy champion. So, when the young speaker shouts out Jungle Oats, this is followed by the retort ‘Eyethu’ from the crowd, which means ‘it’s ours’.