CLUELESS by TBWA\Hunt\Lascaris Johannesburg for Apartheid Museum

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CLUELESS

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Industry Museums & Libraries
Media Radio
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Director Ruby Obeng-Tuffoh
Executive Creative Director Damon Stapleton
Creative Director Amanda Horwitz, Nicholas Hulley
Account Supervisor Bridget Langley
Production Opus
Released August 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: APARTHEID MUSEUM
Product/Service: MUSEUM
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Executive Creative Director: Damon Stapleton
Creative Director: Amanda Horwitz/Nicholas Hulley
Scriptwriter: Ruby Obeng-Tuffoh
Agency Producer: Alison Ross
Account Supervisor: Bridget Langley
Production Company: OPUS, Johannesburg, SOUTH AFRICA
Director: Ruby Obeng-Tuffoh
Sound Studio: Opus
Sound Engineer: Peter Cornell/Lovemore Nkuna
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Clock ticking GIRL: Okay, okay dad, Next one. Next one. Next one. Next one. MVO: Um okay, Denzel Washington played a drug dealer in this movie. BOY: American Gangster! MVO: Good. GIRL: Nice one good, go go go go... MVO: Um, I think she sang 'Oops, I Did It Again'... GIRL: Oh, that’s Britney Spears, duh. MVO: Brilliant! Umm... he founded the Black Consciousness Movement in South Africa. GIRL: Ummm... MVO: He wrote the book, 'I Write What I Like'. GIRL: 'I Write What I Like'? BOY: Another clue please? MVO: He coined the phrase, 'Black is beautiful'. GIRL & BOY: Black is beautiful...? MVO: (Sighs) ANN: A history forgotten is a future lost. Apartheid Museum. Make the time.

Brief Explanation
Only sixteen years after the fall of apartheid, South Africa's youth, saturated in Western celebrity culture, is forgetting our extraordinary history and its lessons. This campaign was created to highlight this uncomfortable truth and get them to visit the museum. The radio ads were launched around Freedom month. NOTE: Steve Biko, an anti-apartheid leader, was a great inspiration to our people, especially the youth, during the apartheid era. He also founded the Black Consciousness Movement. He was later assaulted and died in police custody.