Ad Feature, But does it work?

What is a 'Modern African Gentlemen'? Mini SA asks a 'pretentious' question

Every week The Money Show’s Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” or “zeroes”.

This week, Rice critiqued a new marketing drive by Mini South Africa.

For the campaign, Mini released a limited edition it names the “Clubman Modern African Gentlemen Edition”.

It says the idea came after an “exhaustive and comprehensive” study to determine what a "modern African gentleman" is.

...this is a person who lives in the western world while remaining truly African…

Thilosh Moodally, Head - Mini South Africa

Rice is not impressed.

He gave the advert a “zero”.

It’s asking a question no one is asking!... I find this pretentious and pompous.

Andy Rice

For more detail, listen to the interview in the audio below.

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