Restoring the magic of connection to telco advertising in South Africa

By Neo Mashigo, Chief Creative Officer, M+C Saatchi Abel

This article was first published on The Drum on 6 May 2025.

In the years following South Africa’s transition to a constitutional democracy, the advertising campaigns produced by the country’s telecoms industry formed part of the national zeitgeist. South Africans from all walks of life will fondly remember these creative, engaging, and distinctive ads and see them as true markers in the cultural mind at that time.

As time has passed, work in the sector has, arguably, become more generic. With increased competition in the category, especially following the 2008 economic downturn, advertising work has often been about beating the competition. So, the need to connect deeply with the customer through meaningful brand advertising has sometimes been overlooked.

This is a story about how we brought the magic of connection back to telco advertising by distilling a sense of the South African zeitgeist to deliver resonance.

The brief

MTN, Africa’s largest mobile network operator, hopes to once more elevate advertising in the industry. Its ’Today We Make Moves’ brand platform looks to produce authentic, moving, African advertising. The work focuses on emphasising MTN’s role in customers’ lives, defined by connection and connectivity.

An ad called ‘Cheeseboy,’ produced by M+C Saatchi Abel – the marketing services partner across all MTN’s operating companies – was designed to make people feel rather than just watch. Cheeseboy, in South Africa, is so-called township slang for someone who has money. In other words, someone who lives a privileged life.

‘Cheeseboy’ chronicles a South African boy’s journey to reconnect with his homeland, emphasising the significance of cultural roots and heritage in South African culture. The narrative illustrates the evolving friendship between the boy and his cousin, portraying how shared experiences can bridge cultural gaps, despite initial differences.

Cheeseboy’s journey resonates with real, lived experiences for many South Africans. People often have to move away from their rural roots to the cities. This move can result in a sense of disconnect for people who no longer feel at home when they visit their homelands. In South Africa, homelands refer to a person’s cultural, or native, land.

Set against the stunning backdrops of KwaZulu-Natal, the film captures the beauty of rural life and aims to immerse viewers in the rich landscapes and cultural fabric of South Africa, while also inferring the reach of MTN.

Meanwhile, the story communicates the universal themes of friendship, resilience, and the importance of family, while highlighting relatable, authentic human moments. While technology is initially seen as a signifier of the ‘distance’ between family members, it becomes a catalyst to bring them together, bridging two different lived experiences to find common ground.

The thinking

The evolution of mobile technology has democratised access to information and communication. Today, identity is often shaped through online interactions and social media. The telco industry is well-placed to explore how these modern interactions foster relationships and create a sense of belonging, reflecting contemporary societal experiences.

The extensive reach of telcos allows brands to weave complex stories that reflect the realities of everyday life, showcasing that connectivity facilitates personal growth, cultural exchange, and community building. Ads can show how mobile networks empower individuals and communities, enabling them to share their stories and connect with others in meaningful ways.

And so, at the outset of this campaign, we saw ‘Today We Make Moves’ as an opportunity to tell authentic stories that reflect MTN’s African DNA, while returning to distinctive storytelling that taps into the cultural moment. Cheeseboy, his friend James, and his family take us on a journey that lights up the beauty of connections and possibility for the viewer.

The campaign acknowledges that progress isn’t just about technology. It’s about a person’s drive and ambition, powered by the possibilities that MTN provides.