Radio and Audio > Excellence in Radio & Audio
TBWA\HUNT LASCARIS, Johannesburg / CITY LODGE GROUP / 2019
Awards:
Overview
Credits
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
The final story is about black tax, the act of repaying a debt to your parents.
For giving birth to you and taking you to school. The currency for repayment is not limited to cash. It may include finding a job for your cousin, in a country where there are no jobs.
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: My man, holiday time is a time for chilling in the hood – let’s go to Empangeni.
Chorus: Hood-chilling for mahala!
VO: The bed you grew up in is still there.
Chorus: Still a single bed, for mahala!
VO: You’ve come to breathe in a map of old urine stains.
Chorus: Wee wee wee wee wee wee for mahala!
VO: It’s great to have you around – we can’t stop smiling.
Chorus: Mahala smiles!
VO: Must be your turn to buy groceries for the house.
Chorus: Bring us cooking oil, mahala!
VO: Tomorrow our clothes won’t fit us anymore because of your groceries.
We need new clothes.
Chorus: Christmas is mahala!
VO: Go find a job for your cousin, just speak to your white people.
Chorus: Remember you’re educated, for mahala!
VO: Through our money.
Chorus: You did matric twice, for mahala!
VO: What’s better than mahala? A room and a bed with no map,
from only R680 a night, at Town Lodge.
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