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PC

basics
Industry: Automotive & Services
Media:Radio
Market:South Africa
Style: Minimalism
descriptioncnen
ScriptInEnglish
PC SFX Office environment. MV1 (Black) Phil! MV2(White) Howzit bru. MV1 Welcome back man. MV2 Thanks. Mv1 How was your holiday? MV2 Ja. It was cool hey. Just nice spending time with your own people and chilling. MV1 What? MV2 What I meant was, you have your people and I have mine. Sometimes we spend time apart. MV1 Oh. My people. MV2 Family. I meant family. We’re all family obviously. One nation. Together. Brothers. MV1 Oh Brothers? We’re brothers now. MV2 Bros! Bros! You know. I’ve got loads of friends that are like my brothers. Well just the one friend. But we’re super tight. You’d love him. MV1 Alright Phil. Okay. MV2 Jeez, like why can’t we all just Be. Not BEE. Who said that? MV1 You did. You said it. SFX Awkward silence. MV2 Um…We should go out and watch football sometime. Amabhakabhaka! MV1 Uh uh. SFX Track begins to play. ANNCR Some people just can’t stop themselves. That’s why the new Volkswagen Golf 7 comes with brake assist. Volkswagen. We make the future real.
EntrySummary
In the spot “Politically Correct/PC”, the term “BEE” refers to Black Economic Empowerment. A Government initiative that looks to redress the inequalities of Apartheid, by giving previously disadvantaged groups opportunities in the workplace not available to them under White Apartheid rule. “Amabhakabhaka” is the nickname for the Orlando Pirates football side. Rugby is more popular amongst white South Africans. Use of the term “Amabhakabhaka” helps push the awkward moment as the white character tries to dig himself out of the hole by using terms that show he’s in touch with football, and therefore black culture.
BriefExplanation
Some people just can't stop themselves. That's why the new Volkswagen Gold 7 comes with Brake Assist. The campaign took the form of casual conversations that quickly spiral out of control. We tapped into current topics (Sexual harassment in the workplace, Political Correctness, and Cape Town’s water crisis) and used dialogue to stress the point that some people just can’t stop themselves from turning innocent situations into awkward predicaments.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Radio and Audio
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