BOOKSHOP: MOSES

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Released:	November 2007
Advertiser:	WORDSWORTH BOOKS
Brand name:	BOOKSHOP
Agency:	SAATCHI & SAATCHI
Country:	South Africa
Category:	Fast food outlets & restaurants
Tags:	Johannesburg

Credits:

Advertising Agency: SAATCHI & SAATCHI, SOUTH AFRICA, Johannesburg
Executive Creative Director: Michael Blore/Liam WIelopolski
Creative Director: Michael Blore/Liam WIelopolski
Scriptwriter: Steve Anderson/David Reid
Agency Producer: Derick Oosthuizen
Sound Engineer: John Culverwell


Script in English
SFX: Birds singing
MVO: Moses...Moses, I have job for you. I need you to get ladder, see?
Get ladder...climb...you must cut hedge.
See, clippers...snip, snip. Dangerous. Ouch...don’t want to go to hospital...ok? So, hedge, you make nice. See?

ANN: For those who struggle with English, get English for Dummies from our wide range of language books and reference guides.
Wordsworth Books. The bookstore with a mind of its own.
Brief Explanation
For years under the old apartheid regime, many white suburban homes in South Africa were also homes to black domestic workers and gardeners alike. Although their home languages were vernacular, mostly all of them could understand English.

Unfortunately, the older generation, even today, still speak to their domestic workers and gardeners in a slow and often condescending tone, like one would speak to a foreigner who understands very little English. We decided to play on this human truth and turn it around in a humorous way.