Audio & Radio > 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
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.
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