Monday, August 9, 2010
The Cell 'C-word'
We have a former Police Commissioner donning an orange jumpsuit for 15 years of boy-on-boy.
We have our very own South African series of “Just Shoot Me”, starring Brett Kebble, which, sadly, has nothing to do with a fashion magazine and everything to do with the sort of magazine you find in a firearm.
And we have a Springbok team that would excel at WWE but is failing dismally at Rugby.
Yet, all that anyone can speak about at the moment is Cell C and Trevor Noah's appointment as 'CEO'.
Yes, many would say that this is brilliant marketing because no publicity is bad publicity. But actually, I think that in this case, they might have done a little damage.
Initially, when I saw the new campaign unfolding, I discovered new found hate for my SP, MTN, because they don’t provide me with any fun/gimmicky outlets for my scathing complaints about them. I felt a little left out of the Cell C party and I wanted in!
Then, this uncomfortable feeling crept over me. It was the awful realisation that despite my beliefs that I was too wordly/smart/cynical/jaded/sussed, I had been horribly manipulated.
As a fan of comedy, I had seen Trevor Noah do his ‘Cell C is rubbish’ set quite a few times (He does like to repeat himself). I liked that his cellphone network material was relevant and I could relate to his frustrations. I disike that I was being taken for a ride on his road to become super wealthy by using his comedy as a marketing tool.
I refuse to be mature enough to acknowledge that this is clever advertising. Cell C: You kind of made a fool of me.
Out of spite, I will stay with MTN. And yes, shut up, I know I am cutting off my nose to spite my face, but at least MTN gave me Ayoba.
Finished and Klaar.