This ad questions how much equality there really is in post-apartheid South Africa by holding up a distorted mirror to it. It shows a day in the life of a typical youth as he travels through a modern city. The twist is that all existing racial roles have been reversed.

The concept was television screens looking at reality. Outdoor billboards in the shape of television sets were erected at the major ranks around the country. The middle of the board was cut out, enabling you to see through the “screen” of the TV. The boards were positioned with a view of a particularly busy area of the taxi rank looking at real people going about their daily lives.

Our goal was to reposition SABC 1 as Ya Mampela Qualitative research conducted two months after the launch, uncovered some notable results from SABC 1’s re-launch. People in the focus groups immediately recalled the new Ya Mampela positioning without any prompting, and no mention of Simunye was ever made