This commercial highlights Nando's sponsorship of the first South African film to have received a major international award. "uCarmen eKhayelitsha" is a local version of the opera "Carmen", and has inspired South Africa. Nando's wished, through its sponsorship, to be included in this proudly South African sentiment.

Although it is too soon to gauge concrete results, "Speed" generated a buzz factor. The media loved it and Nando’s was included in the hype around "uCarmen eKhayelitsha". Nando’s leveraged sponsorship of "uCarmen" through a commercial which defied the cinema mould as boldly and successfully as the film it supports.

Nando's commercial highlights the success of "uCarmen" by relating it to its cultural and filmic origins. Through its medium, "Speed" reminded viewers of past township experiences of cinema and the tradition of oral storytelling. This is perfectly suited to its content - a local version of "Speed" peppered with inside jokes. This is a South African story told through a uniquely South African filmic medium.

"uCarmen" featured amidst a surge of nationalistic pride to packed township halls across South Africa. Nando's sponsorship and the supporting commercial "Speed" included the brand in the film's national relevance. Audiences understand the commercial's reference to past township culture, and appreciate the medium in which the commercial appears. This 'live' cinema commercial breaks the bounds of the traditional cinema medium. It appeals specifically to the audience attending "uCarmen", through its references to appropriate cultural landmarks.

"Speed" is a localised spoof of the blockbuster film "Speed", and appears prior to the screening of "uCarmen". Our spoof was screened using a can, a torch, a wall and great storytelling. A local actor narrated the commercial through a series of hand-drawn slides. Previously, local township entrepreneurs screened makeshift movies like this for people who were not allowed, or could not afford, to attend the cinema. By revisiting this 'history' in their sponsorship ad, Nando's included the audience and itself in this proudly South African moment.