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SAVVY: Nando's marketing manager Thabang Ramogase. PHOTO: ANTONIO MUCHAVE

CENTRE OF ROW: The latest Nando's advert.

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In person, the Nando's South Africa marketing manager comes across as conservative and sober. I was expecting to see a rather unkempt guy with a free spirit.

The brains behind the daring adverts turned out to be a controlled free spirit who knows when to play. The 39-year-old married father of two was suited up and looking businesslike.

What is fascinating about him is the element of alchemy about him. The combination of a savvy business plan and a passion for creativity has made his Nando's campaign one of the most talked about in the country.

How does a serious guy like him come up with such witty, unpredictable and sometimes unscrupulous adverts?

Ramogase, who works with ad agency Black River FC - the creative minds behind Nando's adverts, says the finished product might be fun to watch but the process is a lot of hard work.

"My team of eight and I set out objectives. We look at the message we want to get out there and send a brief to the creatives. They come up with the ideas. We assess them and check whether they go with our objectives." He says he has so much respect for the agency because of itsdiversity.

"It has all kinds of people: vegetarians, straights, gays, young, old, black and white, but they all work together to create best adverts. The agency is run by a Muslim man and a white woman. They are a bunch of hard workers who are never satisfied with their work."

Ramogase says sometimes the creatives do not meet the brief. He says on average they have three to four reverts on one brief.

He says he does not see Nando's as controversial but rather as people with a finger on the pulse of what is happening in the country.

"We really understand what the brand is all about. Advertising has to be relevant. We are relevant," says the Unisa graduate.

Regarding the recent brouhaha about the latest Nando's xenophobia advert that was criticised as inciting violence, Ramogase says he finds it bizarre that in 2012 the public broadcaster can decide for 15-million people what they can watch.

"It's even weird that this is happening at a time when our Constitution is lauded as one of the best in the world. We were shocked when DStv and e.tv followed SABC. We didn't expect this from them. There is no doubt that their decision was influenced by The Spear controversy."

He says South Africa has a long way to go when it comes to conflict management.

The Advertising Standards Authority dismissed complaints about the "xenophobia" advert and ruled that the Nando's commercial did not contravene its Code of Advertising Practice.

Ramogase says more of the same kind of adverts are coming.

"In September we turn 25. The campaign idea is: We are 25 and are still playing with fire. We are hoping to make a big impact over that time."

Comments

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Tue May 21 22:25:26 SAST 2013 ::

Jun 29, 2012

lindsay

i love the advert, it tells of real south african who never complain about them thieves who stole their land they live with them peacefull whilst the two thieves tried to extinct them. that Khoisan
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Jun 29, 2012

sarmologadi

I looooooooove dis advert, ppl mst learn to have sense of humour plz & it is based on reality, or maybe the truth hurts hey, LOLEST
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Jun 29, 2012

lidodaduvha11

jaaane, i also love the advert, especially the part on bakkie with labours.
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Jun 29, 2012

SOLUTIONS

Brilliant advert, people must start to grow up, the truth also hurts.
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Jun 29, 2012

Sugaar

@lindsay
that Khoisan
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Is Khoisan Xhosas ?
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Jun 29, 2012

tpaz

I respect you SIR
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Jun 29, 2012

SOLUTIONS

Sugaar,

No, I found an interesting read for you.

http://en.wikipedia.org/wiki/Khoisan
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Jun 29, 2012

MorenaJesu

that ad was so cool, creativity at it's best and i support u reality and the truth does hurt.......cowards
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Jun 29, 2012

zino

just do what you do best mr and your team
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Jun 29, 2012

MorenaJesu

@Sugaar
is Khoisan Xhosas?
------------------------------------------------
ain't the Khoisan's from Northern Cape and Xhosas from Eastern Cape?
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