Intuit QuickBooks wanted a big idea to launch the brand to small businesses in South Africa. Just when we were about to go into production on the 'Small-Business Tough' campaign, the COVID-19 pandemic hit our shores and we had to rethink the work. Luckily, the insight was still true and the original idea had enough stretch to work, even more so after everything small business had just been through. The entire campaign was built using real small businesses—from the star of our TV-spot to the production house.
The campaign uses a lot of vernacular terms to give it a local feel. Please see local terms used in the TV and their meanings below:
*Hay’kona wena: Don’t do that/that’s a bad idea (strong negation)
*Dala what you must: Do what you must
I.T. Lady
Plumber
Please see local terms used in this spot and their meanings below:
*Bakkie: Generic name for a light utility vehicle, like a pickup truck
*E-tolls and potholes: E-tolls is a controversial tolling system and potholes are a topical problem all over the country
Salon Owner
Please see local terms used in this spot and their meanings below:
*Hay’kona wena: Don’t do that/that’s a bad idea (strong negation)
*Dala what you must: Do what you must
