SA Tourism's latest advert has sparked controversy.
Image: Freepik
The South African Tourism agency has released a new advert to encourage tourists to visit the rainbow nation, but some netizens are not feeling it.
South African Tourism, the official national marketing agency, is responsible for promoting South Africa to both domestic and international tourists. Its main goal is to improve South Africa's reputation and attract visitors by showcasing the country's diverse offerings, such as wildlife, culture, and scenery.
The latest TV commercial embodies the mission, however, those who experience the country firsthand are not thrilled by how it is being portrayed.
The advert showcases a couple walking around the streets of Maboneng as kids invite them to play a game of hopscotch that leads them flying to other popular attractions such Braamfontein, Limpopo's Greater Makalali Private Game Reserve and to Table Mountain's Aerial Cableway.
The agency explained that they collaborated with renowned South African singer-songwriter Vusi Mahlasela, whose song “The Sun Still Shines” was chosen to embody the spirit of their campaign. However, despite this effort to resonate with South Africans, the advert has received criticism for its portrayal of the country.
The commercial aims to introduce the agency’s new campaign titled #South Africa Awaits #Come find your joy.
When the clip was shared on X, many users were unimpressed, citing that it is inauthentic and does not embody what South Africa is all about.
@UnathiAfrika said: “The marketing teams of Romans Pizza or Nandos, or Chicken Licken could have pulled off a far better ad. What's this? Flying people? So FAKE!”
@IAM_Sanctified commented: “They need to do better, and I believe we can do better than this. There's so much 1 can do in RSA, but their focus is mainly in Gauteng and Cape Town, whereas there are amazing places in the Free State, Limpopo and Mpumalanga, etc. Personally, it's underwhelming.”
While @MazztheMike added: “It's really a nonsense advert, hey, do they even test these ads with a panel before launching them or they just fly with them?? Horrendous.”
These are some of the comments made by the unimpressed citizens who feel that the advert does not capture the true essence of places like Maboneng.
While the intention behind South African Tourism’s new campaign may be to showcase the country’s diverse attractions and encourage visitors to “find their joy”, it seems that the execution has fallen flat with many netizens.
