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Social media reacts to the DA’s new TV advert
The concept for the ad was reportedly inspired by rapper Childish Gambino's 'This Is America' music video.
Following in the footsteps of the Economic Freedom Fighters, who recently revealed their TV commercial for the 2019 elections, the Democratic Alliance unveiled their dramatic new ad.
The ad is packed full of scenarios that presumably depict South Africa as the opposition currently sees it, and viewers may have to watch it a few times just to catch some of the ad’s more “blink and you’ll miss it” moments.
As soon as the ad’s lead character, played by DA Youth leader Luyolo Mpithi, casts his 1994 ballot, the optimistic opening scene around him quickly transforms into a chaotic violent cash-in-transit heist which is being led by figures wearing masks depicting well-known and controversial South African figures such as Hlaudi Motsoeneng, Ace Magashule, David Mabuza, Jessie Duarte, Nomvula Mokonyane, and Bathabile Dlamini.
Is the red Teletubbie in the DA advert supposed to be the EFF? The advett is a mess artistically. Too much going on. Maybe it is deliberate…to portray the mess we are in 25 years later.
— Phindile Kunene (@kunenephindz) April 15, 2019
There is also a nod to Marikana, state capture, corruption, VBS, and the Vrede dairy farm scandal, with scenes playing out over a beat similar to that of Childish Gambino’s smash hit, This Is America.
On the 8th of May 2019, we have a choice.
Either we stay on this path, or we make a change for the better. Only you can #BringChange!
WATCH and RETWEET – This is the real South Africa: pic.twitter.com/ONBXjARav4
— Democratic Alliance (@Our_DA) April 15, 2019
DA supporters are thrilled by the ad and have been heaping praise upon the party all morning.
Very, very powerful. https://t.co/HdQ2Fi8R7y
— Paula Kernan (@PaulaKernan) April 15, 2019
The DA throwing the absolute kitchen sink at it here. No doubt, the most hardcore attack ad in the history of democratic SA politics.
No idea how this will play. But probably signals that the DA wants to set the campaign agenda for the closing weeks on corruption/state capture https://t.co/FRCDuz9JjS
— Dawie Scholtz (@DawieScholtz) April 15, 2019
The DA ad. 🔥🔥🔥
— The Photographer With Dimples (@Jay_Mahlakwana) April 15, 2019
Have you seen the new DA campaign advert guys?!
No-holds-barred hey.
Didn't bring a pocket knife to this fight.
They brought out the big guns.
Killing it! Killing it! Killing it!— Makhosazana Zwane-Siguqa (@ZwaneSiguqa) April 16, 2019
The rest of Twitter has either been left speechless by the ad or reminded of something entirely different given the various elements within the advert. Others are just downright upset with it.
https://twitter.com/IngaInathi/status/1117855826864164864
https://twitter.com/KagisoLediga/status/1118033407345352706
This advert perpetuate colorism, the whole advert is just trying to convince Black people to vote DA. There's also lots of racist elements in it. It is too stereotypical.
— Bu¥€a$h™ (@Cand_Ziziba) April 16, 2019
https://twitter.com/JabuMzimelaa/status/1118084293904031744
Lol I saw that uppercut too😂😂😂👏🏽👏🏽👏🏽👏🏽 . I can’t hate , this was a great advert but Oksalayo..⛑ pic.twitter.com/QWH4z8fYAB
— Sphiwe Dhlamini (@SphiweDhlamini_) April 16, 2019
The DA election advert is annoying.
— D M (@Dintwe_) April 15, 2019
What kinda rubbish is that new DA advert now? pic.twitter.com/JE5vOTqLAL
— Sentletse 🇷🇺🇿🇦 (@Sentletse) April 15, 2019
The latest DA TV advert is the worst kind of propaganda of all time! pic.twitter.com/liILUigNaI
— King Gezindaba II (@GezindabaZA) April 15, 2019
Some believe the DA is only doing more to keep the ANC at the top of mind for voters.
As an ANC member this advert works for us more than the DA coz it is more focused on ANC programming people to think ANC instead of DA. I thought it was an ANC advertisement only saw at the end. Thank you DA
— David Nkotsi (@Dvdplaya4_Lyf) April 16, 2019
One of the reasons why @Our_DA will never run this country, was listening to their flight on @METROFMSA #Freshbreakfast for a moment I though it was a @ANC advert. We wanna hear your ideas we already know about @ANCYLhq . Mxxm
— king black inah Afrika (@bblakkaa) April 16, 2019
The DA election advert says nothing about the DA, a whole advert about the corrupt ANC. Even if they win the elections of will never happen they will tell us about fixing the ANC mess when they fail to deliver.
— Khomotso wa Makwela (@KhomotjoMakwela) April 16, 2019
https://twitter.com/Vuksido/status/1118041179713671168
#DA tv advert for #Elections2019 is one of the worst, uncreative ad ever. It plays for 1 minute bt abt 50 second is spend on #ANC. 😂
— MADUMETŠA (@TeffuJoy) April 15, 2019
Bathong that DA advert is a lot 💀💀💀
— h e l s i n k i 🌸 (@BandieeLeigh) April 15, 2019
Some were left with questions about the more random elements in the ad.
Why are there teletubbies in this advert?
— Nthako (@nthakotee) April 16, 2019
When called for comment, Solly Malatsi, Refilwe Ntsheke, and James Selfe were not available, but according to the party’s website, “the advert encourages South Africans to keep the dream of 1994 alive, by voting for Change in Election 2019”.
“The DA will never delight in the failure of the ANC. Millions of people have been let down by this government and it is with them that we empathise. That is why we are depicting this picture of the state of our country,” explained the party.
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