Chief creative officer and partner at Joe Public United, Xolisa Dyeshana, has been an invaluable part of the agency group’s growth story, having begun his journey with the agency as far back as 2006 and becoming a shareholder in 2013. He contributes a wealth of experience gained over 17 years, working on iconic brands like Mercedes-Benz, Ford Motor Company, Nedbank, Dialdirect, P&G, Renault, 3M, Chicken Licken, UberEats, Converse, Distell, Momentum, Santam, Elizabeth Arden and Toyota. Xolisa’s passion lies in the world of creativity. To this end, he has actively contributed to the industry as chairperson of Creative Circle, the highest decision-making body for advertising creativity in South Africa and served as chairman of the Loeries (2012–2014), South Africa’s premier advertising awards show. He also strives to give a voice to African creativity on the global stage, having served on the juries of almost every renowned advertising award show across the world. Most recently, he was elected to the international board of the One Show – the premier advertising show in the United States.
From iconic car spots to tongue-in-cheek chicken ads, Xolisa here shares five South African projects that he considers immortal...
BMW - 'Mouse'
This is one of the most iconic pieces to come out of South Africa. It was created to launch power steering in the BMW 318i, a huge innovation in the '80s. Keith Rose - the man behind the ad - earned his place in the Clio TV Hall of Fame.
Mercedes Benz - 'Chapman’s Peak'
Agency: Sonnenberg Murphy Leo Burnett
Another South African classic, this commercial was released in 1991 and was based on a true story. It is a beautiful example of demonstrative advertising and it was beautifully executed, gaining well-earned acclaim for the brand.
Allan Gray - 'Beautiful'
Agency: King James Group
Long-term investing is not the most exciting category, no matter how you look at it. But what this piece was able to do is to breakthrough with such a powerful human insight which made for classic communication.
Nando's - 'The Last Dictator'
Agency: Black River FC
Chicken brands in South Africa are revered for their tongue-in-cheek and often risqué advertising. One of the leading brands, known for its political satire in this area, is Nando's. This particular piece was produced in 2012, shortly after the death of Muammar Gaddafi, and it’s a hilarious take on that moment, taking a jab at the former ruler of Zimbabwe, right next door to us.
Chicken Licken - 'Sbu'
Agency: Joe Public United
Lastly, this is another one from the local chicken brands, this time it’s a brand known as Chicken Licken. This piece was created in 2018 and it was for their famous chicken wings. It was a South African take on the hot topic of Artificial Intelligence used in a hilarious tale of a high school science teacher who’ll do anything to satisfy his craving.