I first saw these advertisements promoting tourism– ‘South Africa: It’s Possible’ — two years ago in Dubai.
We enjoyed a twenty minute comedy riff as to who the Hell came up with this slogan….now it’s running in American magazines:
Let’s just say it doesn’t strike me as compelling. Sort of like:
Yeah, you could go to South Africa, but why? Or Maybe you’d rather
just stay home and sort your sock drawer. Well, it’s possible.
Flip a coin.
Oh, whatever. I mean….if it’s possible today…I guess it’ll be possible later.
No real hurry to get there. (Despite the mesmerizing ad campaign).
It’s a long flight….maybe you’d just rather wait for someone at National Geographic to photograph the best parts and then, well, maybe you’ll buy the magazine instead….that’s possible, too.
I have four new ideas for their next series of commercials:
South Africa–Why not?
South Africa–Maybe yes, Maybe No
South Africa–Could be alright for a few days
South Africa- Better than nothing
So, Madison Avenue: Call Me.