[imagesource:twitter/@Leko_Jeremia]

One thing you’ve gotta love about South Africans is our ability to see the humour in almost everything around us. Eskort Food provided yet another opportunity for local netizens to take the piss this week when they unveiled their brand new billboard in Gauteng.

The aim was to celebrate our national rugby team on the latest advertising venture, but SA is in stitches over the food company’s giant text hyping up the “Springbox”. Is that a box full of springs? Because surely it can’t be the same Springboks that we’re excited to support in this year’s Rugby World Cup.

It goes without saying that the supposed blunder has SA’s netizens in absolute stitches. The platform now known as X (previously Twitter) is bursting with ‘hot takes’ and hilarity, with one user pushing for a response from our Bokke boys over the misspelled ad.

@mashabelacomedy mkhaya oe bone billboard ye?🤣🤣 please ask Springboks how they feel to be #Springbox 😂 pic.twitter.com/w2e6TcXGj8

— Mankhumiše 🤍 (@Ms_Logical) August 15, 2023

Others are calling the massive billboard a ‘national mistake’… while still canning themselves.

This is definitely a national mistake🤣I’m sure springboks are confused right now 🤣#Springbox pic.twitter.com/ndtbIXyKOB

— Tiffany🇿🇦 (@MetjahTebogo) August 15, 2023

Most of the members of the proverbial group chat were chuckling, but there were also some who deemed the ‘Springbox’ moniker a piece of marketing genius.

Local TikTok personality Dan Corder suggested it was a shrewd and intelligent plan, that allowed Eskort to save stacks of cash while still being able to share their love for our rugby team.

@dancorder This is South African excellence #tiktoksouthafrica #southafrica #fyp #springboks ♬ original sound – Dan Corder (Mr Beanie)

While we await the Springboks’ response to the remix of their team name, it’s safe to say the whole thing has provided SA with some much-needed mirth this morning.

If the whole thing was indeed a cleverly-executed marketing moment, then props to Eskort for thinking outside of the ‘box’!

[source:timeslive]