Cape Argus Radio WOMEN by King James

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Industry Publishing, streaming & media, Newspapers
Media Radio
Market South Africa
Agency King James
Executive Creative Director Alistair King
Creative Director Devin Kennedy
Producer Gina Howse
Account Supervisor Lesley Wright
Released August 2008

Credits & Description

Advertising Agency: KING JAMES, SOUTH AFRICA, Cape Town
Executive Creative Director: Alistair King
Creative Director: Devin Kennedy
Creative Director: Devin Kennedy
Scriptwriter: Peri van Papendorp
Agency Producer: Gina Howse
Account Supervisor: Lesley Wright
Producer: Gina Howse
Sound Engineer: Graham Merrill

SFX: Ladies chatting and laughing

ANN: It’s Monday evening. And we all know what that means: Ladies evening at the Country Club. While the men discuss politics and play billiards, the women share recipes and tips on homemaking.

But one of the ladies looks bored. What’s this? She’s about to speak.

FVO1: Have any of you ever wondered what it would be like to vote?

SFX: Gasping; glass is dropped

ANN: Oh dear. Looks like this lady has been thinking, or reading the Weekend Argus.

SFX: Music

ANN: With all the news, sport, entertainment, property and classifieds, where else would she get such outrageous ideas? Next she’ll want to try driving an automobile.

FVO2: Dorothy, why vote when you can stay home and make muffins instead?

ANN: Aah. Much better. But who can blame her indiscretion?
After all, reading the Weekend Argus has been a Saturday tradition since 1911.
Brief Explanation

The Saturday Weekend Argus is an institution and the biggest weekend paper in Cape Town. The brief was to reinforce this fact and increase circulation figures which had not grown as much as anticipated.

The campaign used a technique that mimicked the radio sound that you would have heard in 1911 - the time the Saturday Weekend Argus was first published. Different humorous scenarios were used to illustrate that the Saturday Weekend Argus has been a weekend tradition since 1911.

Sales increased steadily, both for single copy sales and subscriptions, during and after the period the advertisements appeared.