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But does it work?

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

16 July 2019 8:02 PM
Branding and advertising expert Andy Rice hates Mini South Africa’s new "Clubman Modern African Gentlemen Edition".

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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16 July 2019 8:02 PM

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