Radio and Audio > Radio & Audio: Sectors
MAKOTI
TBWA\HUNT LASCARIS, Johannesburg / CITY LODGE GROUP / 2019
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the radio or audio execution or campaign.
Mahala is a colloquial Zulu word for anything that is acquired without
payment,or effort.
All Zulus love going to one place during holidays; home. Why? Because
it’s mahala.
The truth is, in these tough economic times, many of us opt for the ‘mahala’ option.
But consider the real costs of dealing with family, both physical and emotional. Then add black tax, paid in cash, as well as in free labour.
And for women, even more hidden costs; including becoming part of the help, adhering to a strict traditional dress code, and hyperpigmentation of knees from scrubbing toxic masculinity off the floors.
What’s better than mahala?
A room, far away from your traditional Zulu family, for under $60 at Town Lodge.
When you weigh up the real cost of staying with the family, staying at a Town Lodge hotel is better than mahala. Actually.
Cultural/Context information for the jury
Makoti is a city wife married into a Zulu family. She confronts the challenges
of adapting to a more traditional way.
It’s tough for Makoti; Zulus have a wedding song about how much she cooks and cleans.
Script. Provide the full radio advert script in English.
(Mahala is a colloquial Zulu word for anything that is acquired without
payment, or effort).
VO: You made your choice Makoti, to be with the in-laws in KZN every
holiday, attendance is mandatory.
Chorus: Because it’s mahala!
VO: You will be accommodated in the out room.
Chorus: Away from all the noise, mahala!
VO: It has a shower with a curtain.
Chorus: The water is mahala!
VO: While you shower they will flush, and the water will boil you alive.
Chorus: It’s mahala because it’s from the toilet!
VO: You get to wear your pinafore and leopard-print blanket.
Chorus: Blemishes and spots for mahala!
VO: Now you have tick bites, and leopard bites.
Chorus: Entrance to the zoo is mahala!
VO: We own you, Makoti. You will wash and cook for us.
Iron and scrub the floor for us.
Chorus: Like a mahala T-shirt!
VO: A sign of a good makoti is a head-wrap hairline, and hyperpigmentation
of the knees.
Chorus: Hush now, the hyperpigmentation is mahala!
VO: What’s better than mahala? A room with a shower that won’t boil you, from only
R680 a night, at Town Lodge.
More Entries from Travel in Radio and Audio
24 items
More Entries from TBWA\HUNT LASCARIS
24 items
