Instead of regurgitating American notions of black beauty, this ad celebrates true South African heritage. The kind of commercial that was long overdue. Inecto is South Africa’s leading ethnic hair colour brand, circa 1947.

“Mama” is a story that tracks four decades. It’s about “letting your true colours show.” The ad contains distinctly South African words: “Sophiatown” - During apartheid, this suburb was destroyed and the people of colour were forcefully removed to make way for a white suburb. “Kwela-kwela” - Used in townships during apartheid, it describes the police vans that drove into areas like Sophiatown to evict people.