But does it work?, 2019 South African general election: Analysis and News

DA references Childish Gambino in new ad targeting young South Africans

The Democratic Alliance (DA) released its latest election campaign advert in a tweet on Monday evening.

The digital-only advert, targeting young South Africans, channels Childish Gambino's music video “This is America”.

It features the photogenic DA youth leader Luyolo Mphithi walking through the streets speaking to the camera.

The Money Show’s Bruce Whitfield asked branding and advertising expert Andy Rice what he thinks of the campaign.

Listen to the interview in the audio below.

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