“If there's a next time, try Halls. Free your voice.”This is the payoff line to a tactical radio campaign that was produced by Cadbury South Africa in collaboration with Ogilvy Cape Town. Preceded by a recording of the now-infamous rendition of the South African anthem, the spot hits national airwaves today.
Says Geoff Whyte, Commercial Director Middle East and Africa: “We at Cadbury South Africa were speechless following Ras Dumisani's performance. But fortunately, being well-stocked with Halls throat lozenges, we found our voice fairly quickly - and we decided to use it to help prevent a repeat performance!”
Unfortunately, no one at Cadbury South Africa seems to know who has been hired to sing the anthem at the test match in Italy this weekend - but the team assures the media that it is more than willing to provide a packet of Halls, just in case!
Click here to hear the ad. [1MB]
