South African local content pay-TV channel Mzansi Magic has partnered with Ogilvy Johannesburg to launch its first ad campaign. This is the first in the channel’s one-year history and launched on 15 July.
The premise of the new campaign, entitled Van Tuka to the Future, is simple: a celebration of South African entertainment, its past, present and future. It celebrates everything that was and will be, as encapsulated by the new campaign line, and highlights the exciting future the channel is looking forward to. This includes the launch of several new programmes, including sitcoms, comedies and more screenings of the ever-popular local “bubblegum movies’.
To bring this concept to life, the campaign features artists and celebrities from the past and present, including Lillian Dube, Jonas Gwangwa and Mafikizolo. The TV commercial goes hand in hand with a new print campaign and a brand new logo – inspired by a gold bar.
The Van Tuka to the Future TVC takes a journey through a party attended by the country’s top entertainment celebrities, including comedians, musicians and actors. Throughout the ad, viewers witness the passing of a proverbial baton from legends to proteges. The print campaign focuses on each of these genres separately, and features leading local celebrities in each – some old, some new – celebrating our country’s rich entertainment history with each other.
“We believe that this campaign encapsulates everything Mzansi Magic stands for,’ says Tseliso Rangaka, creative director at Ogilvy Johannesburg. “Van Tuka to the Future describes the journey of Black – a journey filled with dreams, wonder, strife, beauty, strength, drive, passion and game changing tenacity – capturing time, history and continuous promise. After all, as Bob Marley once famously said, you can’t know where you’re going if you don’t know where you’re from.’