The average South African couldn’t care less about American football.

What we will turn up for is the halftime show at the Super Bowl, where artists like Beyonce, Lady Gaga and Justin Timberlake have graced the stage.

We’ll also turn up for the adverts, which due to the high profile nature of the event, are usually outstanding.

Now, for the first time, a South African has brought their creative genius to the Super Bowl with an ad about food porn. Here’s Business Insider:

Among this year’s ads is a viral commercial written by South African Melusi Mhlungu. He joined the Miami-based David agency in 2017, and tells Business Insider SA that writing Kraft-Heinz’s Super Bowl commercial for their Devour frozen food range was “a dream brief.”

At the time of writing, the advert has been viewed 9,4 million times on YouTube and counting.

Roll tape:

Mhlungu (below) worked with art director Sofie Russe at the agency and the results, as you can see, are pretty hilarious.

“At first I never thought it was possible (because of self-doubt), but when it was actually close to becoming a reality I got nervous.”

…”it [the ad] was one of those solutions  that was so simple and obvious that we could not ignore it. We kept circling back and coming to it, thinking ‘there is no way the client would approve it’. But we were wrong, we are so fortunate to have such a great client and brand.”

The advert will air along with other big commercials for brands like Mercedes Benz and Burger King at the Super Bowl on Sunday.

Well played, Melusi.

[source:businessinsider]