The world has gone a bit mad over the last 12 months. This is as true in South Africa as anywhere else. It’s been a lot to deal with and we felt that people just needed a break – a break from all the conspiracy theories and theorists, the zoom calls and people who log onto them 5 minutes early; all the things and people that have been adding unnecessary stress to an already stressful world. The “Savatical” concept was a promotional campaign that offered Savanna consumers the chance to win three months’ salary which gave them one less thing to worry about. And our radio spots addressed some of the things (and some of the people) we wish we could take a break from in Savanna’s crisp, witty style.

Savanna Savatical Radio – 5G

Some people really, really need to rest baf‘ethu (baf’ethu - brother) :

Like Flat Earth Society members. All around the globe. Rest guys. You’ll come around…

Eventually.

Like people looking for big foot.

Ah, and then?

You gonna try find something you’ll just run away from when you do? Rest man.

Like people who are still worried about the Illuminati. Rest.

If there’s a secret society trying to run the world, hau! (hau – no direct translation, a general exclamation of disbelief).

Let them –

I mean, things can only improve…

And like, these conspiracy theorists who send you articles about the evils of 5G, from their 4G devices. Relax.

The time to worry was two Gs ago…

These people need to rest

and so do you.

Take a Savatical. Win 3 months’ salary for 3 months’ rest.

Savanna. It’s dry but you can drink it.

The phrase “Rest” or “ Rest baf’ethu” has become South African social media short-hand for calm down, or relax, and is used to respond to the people we see on our timelines acting a fool. In our spots, we used the “Rest” concept to tell some people that it’s time they relaxed, and took a break. One of our motivations for telling our audience that it’s time to “Rest”, has been the tendency we’ve noticed in our own consumers to be touch irresponsible in these Covid times. Savanna drinkers have developed a bit of a reputation for being a little wild and over the top, often ignoring Covid protocols. The idea to use the “Rest” meme to land our Savatical promotion was partly driven by our desire to suggest to our audience to calm down in these Covid times.