Audio & Radio > Excellence in Radio & Audio

UMSEBENZI

TBWA\HUNT LASCARIS, Johannesburg / CITY LODGE GROUP / 2019

Awards:

Gold Cannes Lions
CampaignCampaignLayout(opens in a new tab)
MP3 Original Language
Supporting Content
1 of 0 items

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

Umsebenzi means a party, but the very same word also means work.

It’s a day of serving guests, as well as bitter traditional practices.

The next day, everyone returns to look for their hats, which is just a Zulu way

of asking for more free food and alcohol.

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: That is what life is about, Junior. Going home to host a big job.

Chorus: It’s mahala here!

VO: It’s called a job because others will be there to have a good time.

Chorus: Going down, for mahala!

VO: But you will be there to work.

Chorus: Until bedtime, for mahala!

VO: Chasing goats.

Chorus: Climbing mountains, for mahala!

VO: Slaughtering and skinning with your fists.

Chorus: Boxing, for mahala!

VO: Licking a goat’s gall bladder.

Chorus: Bile reflux, for mahala!

VO: Make sure you lock-up well, the guests will be back tomorrow

to look for their hats, which means work will start again.

Slaughtering and skinning…

Chorus: You just want to punch someone, for mahala!

VO: What’s better than mahala? A room with a fridge with no lock,

from only R680 a night, at Town Lodge.

More Entries from Script in Audio & Radio

24 items

Grand Prix Cannes Lions
WESTWORLD: THE MAZE

Use of Audio Technology / Voice -Activation

WESTWORLD: THE MAZE

HBO, 360I

(opens in a new tab)

More Entries from TBWA\HUNT LASCARIS

24 items

Gold Cannes Lions
NIGHT WEEPING

Script

NIGHT WEEPING

CITY LODGE GROUP, TBWA\HUNT LASCARIS

(opens in a new tab)