Some adverts sell you a product and disappear as soon as the commercial break ends. Others become part of the culture.
South Africa has produced plenty of advertisements that people still remember years after they first appeared on television. Whether it was a catchy jingle, a memorable character or a line that somehow became part of everyday conversation, these adverts left their mark on generations of South Africans.
As Heritage Month gives us a chance to celebrate the things that have shaped our shared identity, here are some of the iconic South African adverts many of us still remember..
Wimpy
Wimpy’s adverts have a special place in South African nostalgia, particularly the campaigns built around everyday moments and the joy of sitting down for a meal. The brand has managed to make its commercials feel familiar and distinctly local, reminding many of us of family outings, weekend breakfasts and those little moments that made childhood feel like childhood.
Castle Lager – “Hamba Nathi”
Castle Lager has had plenty of memorable campaigns over the years, but its advertising has consistently tapped into distinctly South African moments, humour and characters.
The brand’s commercials often feel like little snapshots of the country itself, making them memorable beyond the product they were selling.
Nando’s
If there is one South African brand known for turning advertising into conversation, it has to be Nando’s.
Its commercials have become famous for their cheeky humour, topical references and willingness to poke fun at South African life and politics. Whether audiences loved the latest campaign or debated it, Nando’s rarely let its adverts quietly pass by.
Vodacom – “Yebo Gogo”
“Yebo Gogo” became far bigger than a telecommunications campaign.
The phrase quickly found its way into everyday South African language, while the adverts themselves became instantly recognisable. The campaign remains one of the clearest examples of an advertising slogan becoming part of popular culture.
MTN – “Ayoba”
MTN has also given South Africans plenty of advertising moments to remember, particularly through campaigns that leaned into local language, music and humour.
The brand’s use of “Ayoba” helped turn a simple expression into a piece of South African pop culture.
Chicken Licken – “Ernesto”
Chicken Licken has built some of the country’s most recognisable advertising campaigns, often combining humour, local references and memorable storytelling.
The brand’s adverts have a way of becoming talking points in their own right, with some campaigns remembered long after the commercial stops airing.
Simba – “Mapha”
“Mapha!” is one of those Simba moments that immediately takes you back. The playful advert and its catchy call became instantly recognisable, turning a simple request for chips into a phrase many South Africans still remember.
It’s the kind of commercial that didn’t just advertise Simba – it became part of everyday pop culture
The Telkom “Molo” campaign
Telkom has also contributed to South Africa’s advertising nostalgia, with campaigns that captured the country’s changing relationship with technology and communication.
Looking back at these commercials is almost like looking at a time capsule — the clothes, music, technology and language remind us just how much South African life has changed.
Why these adverts still matter
The magic of an iconic advert is that it eventually stops feeling like an advert.
The products may change, the campaigns may disappear and new generations may have their own favourites, but certain commercials remain attached to memories of childhood, family television nights, school holidays and life in South Africa.
That is perhaps what makes advertising an unexpected part of our heritage: sometimes, the things we remember most are hiding in the commercial breaks.
IOL
