Possibly one of the greatest adverts to be shown by DSTV, a South African broadcasting station for the whole of Africa. I really appreciate the concept behind this advert don’t think it is getting enough recognition. If anything, living in Tanzania has taught me the significance of TIA and the importance of sharing it with the western world.
Africa isn’t just dessert sands, starvation, and corruption – its beautiful, lively, and a lot like home.
The campaign was originally produced by South African award-winning director and film maker Tebho Mahlatsi alongside creative director Sibusiso Sitole, and filmed primarily in Ghana with aerial views of both Kenya and Nigeria.
Mahlatsi & Sitole have created a beautifully sarcastic masterpiece – aimed at the western world to change the perception of Africa and to inspire Africans on the creative potential of a future Africa. More on the campaign can be found at http://campaigns.dstv.com/thisisafrica.
Each scene is filled with a sense of irony and brilliance, two of my favorites being:
1) Second scene – men are seen to be shooting each other and depict a horrific brutality of street violence, which revels to actually be a film set.
The overhead voice states, “They say we are always shooting each other, it’s true!”
2) Scene Four – there is a group walking the streets of Paris and the female is wearing clothes inspired by African prints/fashion. A twist on the belief surrounding Europe’s influence on Africa.
The overhead voice state, “They say we look to the world for inspiration, ha ha ha!”
SO YES, THIS IS AFRICA BUT NOT HOW THEY SEE IT, BUT RATHER AS WE KNOW IT.
“This Is Africa” has become one of our many expatriate mottos:
When the power goes off = TIA
When there is no hot water = TIA
When you find a poisonous snake in the house = hey, TIA.
Peace, A. xo