Ad pitch: Mugabe sits in his empty palatial dining room reminiscing about the friends he’s lost. Friends such as Idi Amin, Saddam Hussein and Muammar Gaddafi. As the soundtrack of Mary Hopkin’s Those Were the Days reaches its crescendo, we’re reminded that no one should have to eat alone. The product? Nando’s 6 pack meal deal, obviously.
This is one of the many near knuckle marketing campaigns headed by the chicken restaurant that’s seen them become one of the most well-known brands in South Africa. The documentary Pluck compiles a selection of their best and worst campaigns in order to paint an alternative political history of the country, whilst those behind the brand talk about the real-world events that shape their creativity.
Let’s be honest, any documentary that focuses solely on a company’s legacy – particularly one which they’ve given their blessing to – is in danger of being indulgent from the beginning. Thankfully, Pluck manages to fall on the right side of back-slapping. Created in 1987, the Johannesburg franchise dropped into a political landscape that was – and still is – deeply complicated. Poking fun at the establishment wasn’t just a way to get noticed. For many at Nando’s it was about defusing tension. And if they sell a bit of peri peri sauce, then so much the better. In fact, one creative remembers that he got so involved in holding a mirror up to the society that they realised three ads into their campaign that they hadn’t actually mentioned any of the products they were selling.
Amidst the lampooning and caricatures, Pluck reminds the viewer of what could be at stake. Whilst Nando’s copped its fair share of viewer complaints, with ads involving blind people and, at one point, a certain Uruguayan rugby team trying to stay alive, they could also incur the wrath of the politicians that they mocked. The aforementioned Mugabe ad resulted in threats of violence and death being aimed at staff in Zimbabwe, whilst the then leader of the African National Congress Youth League, Julius Malema took great offence to being portrayed as a literal political puppet, going so far as to demand a face to face apology.
Naturally, everything is a product of its time and some adverts will likely raise a quizzical eyebrow with their attitudes towards gender. In particular, it’s hard to fully rally for the ad exec who claims the stereotypically camp gay couple used in his campaign was championed by his LGBT friends who were just thankful for the representation. Thankfully, other talking heads are more candid when it comes to their company’s more problematic moments.
While its message of laughter is the best medicine and everyone is equal in the eyes of comedy is nothing ground-breaking, as an independent documentary, Pluck indeed wins for its approach to one of history’s more splintered political arenas.